The likelihood of finding a great deal on a new truck depends on the color you opt for. The researchers at analyzed over 4 million new vehicle transactions to determine which color vehicle is most likely to be offered as a deal. They define a deal as 10% better than the average asking price for that model, year, and trim. When it comes to trucks, buying a white one is likely to result in the best chance of a deal.

As you can see from the chart above, white is the color most likely to be offered as a deal. “White is the most popular color for pickup trucks, because they are often used for work purposes and white makes it easier to post recognizable signage on the vehicle,” said Phong Ly, CEO of “Because they are so common, the supply is higher for these color trucks in the used car marketplace, which could make dealers competitive with their pricing.”

Truck fans will be glad to hear that the most common color is also the one that is most likely to be discounted. We took a look back at some dealership images we snapped and noticed that ALL the vehicles shown were white.

Chevy also advertises white trucks quite a bit.

With regard to other vehicles, beige is the color that is most likely to be discounted. Include in that group tan, gold, sand, and “champagne,” Toyota’s oddly popular color.

If you have owned a white truck, tell us in our forum if you found it to be offered at a great price.