Too much of a good thing – the value of colour
When every car is different, the premium for uniqueness must equal zero
As absolute rarity (1-of-1 specifications) is increasing, valuable scarcity is collapsing
When every car is different, the premium for uniqueness must equal zero
Value is no longer in the specific colour itself, but in its position in the distribution
Recent trends
The most recent trend has been towards increasingly unique specifications, as manufacturers have scaled customisation to capture the value generated by the aftermarket wrap industry, and optimise for social media engagement. “Tailor Made” Ferraris and Porsche 911s in “PTS” colours have grown from <1% to >10% of cars produced over the past decade or so.
The proportion of Ferraris painted red at the factory has fallen from almost 90% in the 1990s to below 40% now. Similarly, the proportion of new 911s painted red has fallen from about a third in the 1980s to <10% now – Guards Red is no longer a free choice – while green is growing fast. The proportion of new Aston Martins painted black peaked at over a quarter following the financial crisis and has since fallen in half.
A slight shift towards green is evident across the UK market-wide data; otherwise, the mass market trends are in the opposite direction. The proportion of all cars registered black, grey, silver or white has grown from ~42% in 2000 to 70% in 2025.
As the general market becomes homogenised, uniqueness is booming in the supercar space. Simple, classic specifications are becoming harder to come by.
Heritage
National racing colours originate from the Gordon Bennett Cup of 1900-1905: red for Italy, white for Germany (later bare-metal silver), blue for France and green for Britain. These became formally codified between the world wars by the Association Internationale des Automobile Clubs Reconnus (AIACR), which later became the FIA.
Especially when sports car manufacturers have strong racing heritage, they have very close ties to these specific colours. Other important associations can include film and TV, a car’s launch colours, and cultural moments, the relevance of which may only be obvious ex post, for example the yuppie 80s and Guards Red 911s.
To the extent that the market is saturated with these colour specifications, they trade at a discount. This may not be the case forever. As the distribution of colours becomes more evenly spread, historical colours may trade with a premium due to lasting relevance.
Absolute rarity versus valuable scarcity
While a Maritime Blue Porsche is itself genuinely rare, its value is affected by the presence and availability of Voodoo Blue and Oslo Blue cars. Likewise, Signal Orange, Gulf Orange and Lava Orange are to some extent substitutable in the market.
When every car is different, the value of uniqueness itself must be zero. A premium may be given to paints which lack close substitutes, i.e. the whole colour group is not prevalent. Otherwise, the relative value of colours will be determined only by relevance and fashion.
Fashion
Of course, aesthetics are subjective and fashion is difficult to predict. However, a few simple comparisons can be made.
Colourful brake callipers and interior stitching within an otherwise subtle specification invoke the work of Paul Smith, a British designer successful for over fifty years who is famous for placing colour in subtle or hidden places. Monochromatic shades popular on many GT cars are reminiscent of Loro Piana clothes. Both approaches have become somewhat timeless; they are unlikely to age or depreciate especially poorly.
The use of bright and contrasting colours with relatively fussy details, common among “Instagram spec” cars, may be more akin to Balenciaga, whose business model is built on obsolescence. Quicker cycles of fast fashion imply steeper depreciation curves. What is a fad and what is an interesting example of the zeitgeist?
Conclusion
Car manufacturers are capitalising on strong demand for bespoke options and colours, increasing the diversity of cars and making the market more interesting. But where value has traditionally been found may no longer hold. Restraint on the configurator may reap long term reward.