Final answer:
General Motors Corporation's Chevrolet "Superior" from 1923 was the first to offer a variety of car colors, contrasting Ford's Model T which was only available in black.
Step-by-step explanation:
The automobile company and model that introduced a variety of color to counteract market saturation and decrease in purchases of new cars in the early 20th century was General Motors Corporation's Chevrolet "Superior" from 1923.
Henry Ford’s Model T Ford, while enormously influential in making cars affordable and accessible to the average American due to mass production and the assembly line perfected by Ford, was famously only available in black. This created an opening in the market, which GM capitalized on with the introduction of the Chevrolet "Superior", offering a range of colors and contributing to the shift in consumer demand towards more personalized vehicles.