40 per cent of car buyers would switch brands to get a specific colour, according to the poll.

White has overtaken silver as the most popular choice of colour for motor vehicles.

It doesn't matter how good a vehicle is, if you don't get the colour right you run the risk of losing the car-buying customer.

That was the warning from DuPont, which has kept track of colours in the automotive industry for more than 55 years.

As many as 40 per cent of people are willing to switch brands to get a specific colour, according to a poll commissioned by the paint manufacturer.

After seven years in first place, silver ran into some stiff competition this year with white and white pearl rising to the lead colour choice for vehicles in one key region and two countries.

Looking further back, silver took the crown from green in 2000.

In North America, the report revealed white/white pearl, silver and black/black effect were in a virtual tie for first, with white/white pearl narrowly taking the top spot.

White also topped silver in Japan and was a decisive leader in Mexico, where it more than doubled the popularity of grey.

DuPont tipped white/white pearl as a trend-shifting colour and anticipated the new black metallic and other colour effects would show an increase in popularity over time.

Red also continued to gain ground and is ensuring a more vividly coloured outlook in nearly all segments.

“We are not surprised to see a proliferation of white/white pearl in DuPont's report this year,” said Leatrice Eiseman, executive director of the Pantone Color Institute and author of Color: Messages and Meanings.

“It follows global trends in home furnishings, fashion, consumer products and industrial design where we are seeing a return to white as a clarifying agent before change, a colour of purity and minimalism.”

“White also is considered a fashion statement. The car you drive is a fashion statement and consumer preferences for white agree. White pearl itself is a combination of many colours, allowing an ability to change, reflecting, in effect, layers of white.”

From a global perspective, overall colour popularity is beginning to shift from silver to an increased interest in grey.

White/white pearl remain a very important colour for trucks and sports utility vehicles based on the high volume of those vehicles.

This also is represented in the growth of white/white pearl among luxury buyers and other segments.

The popularity of red globally is growing significantly, with an increase of two per cent overall.

Red, in particular, is a popular choice with people who want to express a level of individuality with their vehicles.

Did you purchase your car on the basis of colour? If you had the chance to choose the colour of your vehicle what would it be?