Vehicle Choice Reveal Brits True Personalities

LONDON, UNITED KINGDOM – August 3, 2009: Over 70% of British motorists state their car does not say anything about them, however a study published today reveals a driver’s choice of vehicle is in fact intrinsically linked to both their personality and lifestyle.

According to the study, white topped the poll as the nation’s preferred vehicle colour. A massive 69% of motorists opted for white vehicles, which colour therapists state signify a ‘desire for simplicity or the ‘simple life’. Drivers of white vehicles are considered to be fastidious and have a need for perfection.

Silver came second in the league table and whilst a huge 49 per cent behind white, it does suggest there are around 8.5 million ‘cool dudes’ driving around on UK roads. The epitome of cool, James Bond drove a silver Aston Martin DBS in the latest 007 film, Quantum of Solace.

Paul Coleman, marketing director at Carmony.co.uk, which is behind the study explained: “Colour is an important part of the car buying equation and colour preference speaks volumes about the driver’s personality. We believe that when colour is combined with choice of manufacturer and model, it is a true personification of the owner. We have termed the correlation between the two as the ‘Car-icature Effect.’

When colour is combined with other factors such as model it can also identify at what stage the driver is at in the human ‘life cycle’. Carmony found that when people select a combination of silver or white as their most dominant colour preference, there is a greater requirement for a ‘family type’ vehicle that can accommodate a number of people and bigger boot space for luggage.

Paul Coleman explained: “This would indicate the larger the boot, the less youthful the owner. We have found that its normally drivers with children that tend to favour white and silver cars, not just because they are on the road to the ‘simple life’ but because it is harder to see blemishes and scuffs on lighter coloured cars.”

Conversely, motorists that select black or red cars have a tendency to also select vehicles with two seats, wanting a more ‘sporty’ driving experience and the desire to ‘turn heads’. Paul continued: “This suggests drivers of black or red vehicles have less responsibility and a greater disposable income to boot. Typically they are either younger drivers or have grown-up kids that have flown the nest.”

When drivers select yellow and green as their preferential colour, they also opt for vehicle characteristics that are ‘fun’ and offer a more ‘environmentally friendly driving experience’. However, when yellow is selected in isolation, it is a different story. ‘Yellow’ drivers want a sporty type vehicle, are predisposed to speed and have little regard for a ‘fuel efficiency’ requirement. The yellow personality characterises a daring streak, individuality and the confidence to ‘pull it off’.

A vehicle’s suitability is more important than safety and reliability
When it comes to choosing a new vehicle, Brits currently cite; suitability, shape and fun as the most important factors for them. Manufacturer, safety and reliability are less important in the decision making process. This signifies that at a time of economic uncertainty, the majority of drivers are opting for vehicles that are practical and can simply ‘do the job’ by getting them from A to B, as oppose to purchasing a vehicle based on the perceived ‘status’ of the manufacturer.

Paul concluded: “It is surprising that so many Brits don’t think that their car is a reflection of them, when in fact our study and sales data suggests the complete opposite. A drivers choice of vehicle both in terms of colour and model, is a complete insight into their personality, how they perceive themselves and a snap shot of their overall lifestyle.

“Buying a vehicle is often the second most expensive purchase we make after a house, so it is important that drivers make the right decision and consult the experts when necessary.”