Why is the colored car gone? 67% of vehicles in Brazil are white, black or gray

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Red vehicles, however, still resist on the country’s avenues, according to data from the National Traffic Secretariat. Why is the colored car gone? 67% of vehicles in Brazil are white, black or gray A fan of vintage cars, Andrés Pesserl remembers when he could choose between several colors for the car he was going to buy. From the late 1990s onwards, he had to come to terms with a new reality. “I was a victim of the imposition of the offer. That is, since then I only had silver, black and white cars. But, on the contrary, my cars from past decades were yellow, green, red and blue”, says Pesserl, president of the Brazilian Federation of Vintage Vehicles (FBVA). A g1 survey based on data from the National Traffic Secretariat (Senatran) confirms the feeling that the streets are less colorful: in June 2023, 80.4 million vehicles in Brazil, or 67% of the total fleet, are one of these four colors: white (21.2%); black (18.9%); silver (16.8%); gray (10.2%). White and silver cars on Avenida Paulista, in São Paulo Reproduction/TV Globo In addition to cars, Senatran data also consider motorcycles, pickup trucks, trucks and other types of vehicles. It was 63% in 2013, when the secretariat started to raise the colors of cars. The point outside the discolored curve is the 🚗red, with 15.6% of the fleet. Data indicates that the percentage of other flashy colors has dropped over the past 30 years. Colors like blue, green, beige and yellow are residual; together, they account for 17% of the total. Among the reasons are the fact that colored cars have a higher production cost and a change in the purchase profile: the biggest customers of automakers are currently car rental companies. Those who prefer zero kilometer colored cars have to wait months at dealerships (read more below). This report will also show you: The size of the reduction of flashy colors in vehicles in recent decades; What is the predominant color of vehicles in each of the 5,570 cities in Brazil; Cities with the highest proportion of vehicles of different colors, such as pink and green; The various reasons that explain the disappearance of colored cars. Brazil on wheels less colorful According to data from Senatran, Brazil is less and less colorful. White, black, silver and gray are the majority in 95% of the 5,570 Brazilian municipalities. In 2013, they were the majority in 69% of the cities. A survey by the Brazilian Federation of Ancient Vehicles (FBVA) indicates even greater diversity of colors in the past. Of the 13 thousand registered vehicles with color data available until 1993, the most common color was blue, with 17%. Then came white and red, both with 16%, green (11%), beige (10%), gray (7%) and black and yellow, with 6%. Avenida Paulista in the 1980s; fleet was more colorful Reproduction/TV Globo The predominant color in each city The analysis of the predominant vehicle color in the fleet of each city shows the strength of neutral tones. White occupies the top of the ranking, as the predominant color in 2,333 cities, just above red, with the largest proportion of the fleet in 2,217 cities, mainly in the North and Northeast. However, red appears in regions with much lower population and therefore fewer vehicles. See on the map below which is the predominant vehicle color in each city in the country: Most extravagant cities The most “extravagant” colors are spread across the country without a clear pattern, except for the fact that they are small cities, with up to 15,000 inhabitants. In the Northeast, in Cacimbas (PB), for example, more than half of the vehicles are red (51%). The municipality with the most blue vehicles is Meridiano (SP), with 16% of the total. The city with the most green vehicles is Lauro Muller (13%), in Santa Catarina. The municipality with the most orange vehicles is… Laranjal do Jari (7%), in Amapá. Why more neutral? g1 spoke with experts from automotive coatings and industry operations to understand why the streets have become less colorful in recent decades. Respondents cited several factors, which involve all chains in the market. DIVERSITY IS MORE EXPENSIVE: one of the most cited factors is the influence of industry, which facilitates production when there are few colors to choose from. “It makes their work a lot easier, especially on popular cars, not having to keep changing the paint color on the line. The less diversity, the better it is, it guarantees more speed and less complications”, explains Ricardo Vettorazzi, manager of automotive repainting at PPG. INDUSTRY UNDER PRESSURE: sector analyst and former director of automakers such as Ford and Volkswagen, Flavio Padovan points out that automakers are experiencing a scenario of retraction after two major blows in recent years: the 2008 world crisis and the covid-19 pandemic. “Twenty years ago we had four assemblers here. Today there are more than 20, 30 companies. So the cake is shared with many more assemblers, it becomes even more difficult to control the production complexity”, says the analyst. DEALER CULTURE: experts commonly cite dealerships and customers alike as “culprits,” with a culture that shuns extravagant colors for fear of not finding buyers at a possible sale of the vehicle. MARKET CHANGE: another exposed factor is the change in the automotive market, which should become even more accentuated in the future: selling less to individuals and more to companies, mainly fleet operators. “When we talk about rental companies, their focus is on buying more neutral vehicles so as not to have that problem of ‘ah, I don’t want the car in this color'”, explains Ricardo Roa, partner and leader of the automotive segment at KPMG Brasil. CUSTOMERS: Other interviewees point out how consumer preference would have changed from the 2000s onwards towards neutral tones, mainly white, a color that Marcos Fernandes, director of Automotive Paints at Basf, believes was associated with emerging technological concepts at the time, such as the iPhone “It was a watershed [carro branco], precisely because of his connection with technology. People started to look and the industry started to develop white cars, which turned out beautiful”, he says. BUROCRACY FOR COLORING: with the current scenario already established of a crowded market of neutral colors, a consumer who wants a colorful car may have to wait delivery from the dealership for months. In the case of resold cars, experts also cite financial barriers, if the person wants to repaint the car in a neutral color, and bureaucratic barriers, to update the car document with the new color. Future may be more colorful In this context, Fiat announced in June this year that it will stop producing gray and silver vehicles —but only in Europe, for the time being. The automaker’s decision is justified by “highlighting the importance of colors in life, incorporating the Italian way of living and reaffirming the new value of the Dolce Vita brand” (sweet life, in Italian). Roa ponders that it is not possible to be sure whether this change will reach Brazil and says he does not believe that the color concentration scenario should change in the short or medium term. “What will change is, perhaps, the more futuristic vehicles, but not in the medium term, but in the long term”, he says. Other respondents cite the growth of blue and red in recent years and claim that in the future the trend is for the streets to become more colorful, but hardly at the level of past decades. “Thinking about trends further ahead, we see tones that refer to beige, something more coppery, brown, that take more to the side of nature”, says Basf director Marcos Fernandes.

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