Yes. More than most people think, and in ways that contradict almost every instinct buyers have when they're standing at a configurator screen trying to choose safe. The conventional wisdom is that white, silver, and gray are the practical choices that hold value because everyone wants them. The data says the opposite. A large-scale analysis of over 1.2 million used cars by iSeeCars found that the colors holding value best are the ones buyers are most afraid to order.
The relationship between color and resale value is real, measurable, and counterintuitive enough that it's worth understanding before you make a decision you'll live with for several years.
The Numbers Are Surprising
The iSeeCars study analyzed model year 2022 vehicles sold between August 2024 and May 2025, comparing inflation-adjusted MSRP to actual sale price to calculate depreciation by color. The average vehicle loses 31 percent of its value, about $14,360, after three years. Yellow cars lose only 24 percent, or $13,667. Orange comes in at 24.4 percent depreciation. Green at 26.3 percent.
White and black, the two most popular colors globally, provide zero distinction in the used market, making it easy for buyers to shop around for the lowest-priced example in either shade. When there are hundreds of white RAV4s and black Camrys available at any given moment, buyers have leverage. Dealers compete on price. Values drop. The most popular colors are simultaneously the worst for resale.
This is a supply and demand argument dressed up as a color preference story. Popular colors create abundant used inventory. Abundant inventory depresses prices. Unusual colors create scarcity in the used market. Scarcity maintains prices. The buyer who ordered the unusual color three years ago gets the financial benefit on the back end.
Why Yellow Holds Value and What That Actually Means
Yellow holds value for a specific reason that has nothing to do with yellow being a universally appealing color. Yellow is ordered almost exclusively on performance vehicles, sports cars, and enthusiast-oriented trims. A yellow Honda Accord is essentially nonexistent in the used market. A yellow Chevrolet Camaro SS or a yellow Porsche 718 represents a specific buyer looking for a specific thing and willing to pay for it.
The color isn't holding value. The vehicle type is holding value and yellow is a proxy for the vehicle type. When you see yellow at the top of the resale chart, you're largely seeing the resale strength of performance vehicles that happen to be ordered yellow at higher rates than any other category. This matters because it means ordering a yellow Toyota Highlander does not give you the resale benefit of ordering a yellow Camaro. The data reflects the segment as much as the color.
For trucks specifically, orange and green hold value best. For SUVs, orange, green and yellow lead. For sedans, orange, yellow and beige are the top performers. For minivans, green, brown and silver hold value best. The segment-specific breakdown matters because the best resale color for a truck is not the same as the best resale color for a sedan, and blanket advice about color and depreciation ignores this.
The White and Black Trap
White is the best-selling car color in the world, which is precisely why it's a poor resale choice. A used white SUV competes against every other white SUV in the market simultaneously. Buyers searching for a white Toyota RAV4 have dozens of options to compare price against. The leverage shifts entirely to the buyer and the seller has no distinguishing factor to protect their price.
Black has the same supply problem with the added liability of condition sensitivity. Black cars show age faster than any other color through swirl marks, paint oxidation, and the kind of micro-scratching that accumulates from normal washing. A black car that hasn't been maintained carefully looks older than its mileage suggests. In the used market, condition is everything, and black is the least forgiving color for the normal wear that three years of ownership produces.
The buyers who choose white and black for resale safety are solving a liquidity problem, not a value problem. White and black sell quickly because there are always buyers for them. They don't sell at a premium because there are always competing examples. If you care about selling fast, white and black are defensible choices. If you care about recovering the most value, the data points elsewhere.
The Colors That Actually Hold Value Across Segments
Red performs well across most segments and has for years. It's uncommon enough that used red examples don't face the same inventory pressure as white or silver, and it appeals to a consistent buyer who specifically wants red and will search for it. The used market for red performance sedans in particular is strong. A red BMW M3 or a red Alfa Romeo Giulia in good condition commands a premium over a gray equivalent almost every time.
Dark green has been building resale strength as it's become more fashionable in the new car market. British Racing Green on a Porsche 911 or a Land Rover Defender is genuinely scarce in the used market because it's not offered broadly and not ordered heavily when it is. Scarcity in a desirable configuration is the single most reliable path to strong used car value and dark green currently occupies that position on a growing list of vehicles.
Beige and tan perform better than their reputation suggests, particularly on trucks and full-size SUVs where earth tones have a consistent buyer demographic. A tan Land Cruiser or a beige Suburban holds value well partly because the buyer for that vehicle type has specific aesthetic preferences and the supply of desirable examples is always limited.
Where the Resale Logic Breaks Down
The resale value argument for unusual colors assumes you're selling to a motivated buyer who specifically wants that color. That's true in a seller's market when used car inventory is tight and buyers are willing to pay for what they want. It's less true in a buyer's market when inventory is abundant and buyers have time to wait for exactly what they want at the price they want.
A yellow sports car in a strong market sells quickly at a premium. The same car in a soft market sits longer because the buyer pool for yellow sports cars is smaller than the buyer pool for white or silver. Liquidity and price are different variables and they don't always move in the same direction. The iSeeCars data reflects average performance across market conditions. Your specific selling circumstance may vary significantly from the average.
There's also a regional component that aggregate national data obscures. Colors that hold value in California don't always hold value in Minnesota. Convertibles in bold colors command premiums in warm climates and move slowly in cold ones. Understanding your regional used market matters as much as understanding the national averages.
The Design vs Resale Conflict
Here's where the WhipJury angle matters. The colors that hold value best, yellow, orange, green, red, are almost always the colors that make cars look best in faceoffs. The colors that buyers choose for resale safety, white, silver, gray, are the colors that most consistently underperform in design evaluations when the design isn't strong enough to carry them.
The conventional wisdom that you should choose a conservative color for resale is wrong on both counts. Conservative colors don't reliably protect resale value, the data shows they actively underperform. And conservative colors suppress a car's visual impact in a way that a committed color doesn't. The buyer who orders white for safety is making a compromise that doesn't pay off financially and doesn't pay off aesthetically.
The choice that makes financial sense and visual sense is usually the same choice: order the color the car was designed for, in a formula that has real depth and movement, and let both the faceoff results and the resale data take care of themselves. A well-chosen committed color is rarely the wrong answer and it's almost never the answer that shows up at the bottom of the depreciation chart.
Find out how your color is performing against the competition on WhipJury. The faceoff results and the resale data are telling the same story.
