Core Insights - The article discusses the strong preference of South Koreans for neutral-colored cars, often humorously referred to as "sushi on wheels" due to the predominance of black, white, and gray vehicles on the roads [1] - A significant 76% of all cars sold in South Korea in 2024 are expected to be in non-color categories, with white alone accounting for 33%, surpassing both European and global averages [1][2] - Cultural factors, including Confucian values and historical preferences for white clothing, contribute to this trend, as cars are viewed as assets with resale value in South Korea [2][3] Market Trends - Data from Encar indicates that neutral-colored cars sell faster and depreciate less than colorful ones, with neutral Genesis G80s taking about 60 days to sell compared to 65 days for colorful versions [2] - The resale price of neutral-colored G80s drops approximately 16%, while colorful versions see a decline of 17% [2] - The trend is slowly changing, with 24% of cars sold in 2024 expected to be in bright colors, up from 20% in 2015, indicating a shift towards personal expression through vehicle color [3][4] Manufacturer Responses - Traditional manufacturers are beginning to embrace color options, with Hyundai introducing emerald green for an SUV and Kia adding blue and beige for its first pickup [4]