autoTRADER.ca

autoTRADER.ca

September 30, 2014 08:00 ET

Want to Appear More Powerful? Choose Black for Your Next Car Colour

autoTRADER.ca Survey Links Vehicle Colour to Personality Types

TORONTO, ONTARIO--(Marketwired - Sept. 30, 2014) -

Attention automotive / business / lifestyle editors:

If you're a powerful person, you're most likely to drive a black car, at least according to the results of a new survey from autoTRADER.ca, which asked its online community across Canada for their opinions on car colour and its connection to personality traits.

"There's no denying that car colour is an overwhelming decision-maker when it comes to acquiring a new set of wheels," says Ian MacDonald, Director of Marketing at autoTRADER.ca. "We thought it would be interesting to dig a bit deeper into what Canadians think about the subject."

The unscientific survey of 1,453 Canadians across Canada found that:

  • Black plays the heavy: Sixty-four per cent of Canadians believe "powerful types" are most likely to drive a black vehicle.
  • Red is risky, but in a good way: More than half of Canadians, 53 per cent, think that "risk-takers" are most likely to drive a red vehicle. Also, one quarter of Canadians, 26 per cent, believe that "creative" personalities are most likely to drive red cars
  • Smart people drive silver: Those with high IQs are most likely to do their thinking at the wheel of a silver vehicle (34 per cent of Canadians agree)
  • But yawn if you like silver or white: 66 per cent of Canadians believe that the "boring type" will be driving either white- or silver-coloured cars.

When asked about their favourite car colour in general, the top three choices were: Black (28 per cent), white (19 per cent) and blue (17 per cent). Moreover, colour is considered crucial to the car buying transaction, with 75 per cent of Canadians listing car colour as either "essential" or "Important" when it comes to buying a vehicle.

"Whatever the colour," adds MacDonald, "autoTRADER.ca has buyers and sellers covered with myriad tips and to-do's to keep in mind throughout the process. And with over 400,000 vehicles in our marketplace, autoTRADER.ca is sure to have listings that appeal to even the most discerning car colour aficionado."

About the Study

From September 16 to September 21, 2014 an online survey was conducted among 1,453 English-Canadian visitors to autoTRADER.ca. Of these respondents, 51 per cent were from Ontario, 17 per cent were from Alberta, and 16 per cent from British Columbia, with the balance of respondents from all other provinces across the country. Discrepancies in or between totals are due to rounding.

About TRADER Corporation

TRADER Corporation is a trusted Canadian leader in print and online media, managing automotive consumer marketplaces and publications. The company's primary online destinations include: autoTRADER.ca™, autoHEBDO.net™, Autos.ca. autoTRADER.ca offers the largest inventory of new cars and used cars in Canada, available via our website and mobile applications. Visitors buy or sell cars, trucks or other motorized vehicles quickly, easily and conveniently. Buyers can search based on vehicle model, make, colour and geographic location to find the deal that is right for them. Autos.ca is the online destination for auto enthusiasts, featuring car news and car reviews from well-known automotive journalists. Follow autoTRADER.ca on Facebook, Twitter, Google+ and on YouTube.

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