To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, here is the seventh installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011.
The focus of this blog is the Dallas market, also known as "D-Town" or simply "Big D." The area could also be referred to as "The Capital of Full-Size Pickups" since it is the first of the Top 10 markets to have three popular full-size pickups on the area's Top 5 model list.
Dallas is the No. 7 market in the country based on new light vehicle sales YTD. The overall industry is up 17.5% comparing 2011 June YTD vs. 2010 YTD personal registrations. During the same period, D-Town's gain is approximately 3.5 percentage points above the national average at 14%.
The Big D's share of national new vehicle sales is up .08 percentage points at 2.53%. Ethnic consumers represent 24% of new vehicle sales in Dallas as shown in the adjacent pie chart, which depicts the current share of new vehicle sales by ethnic group in The Big D.
The Dallas Top 10 brand list is a 60/40 split between Asian (6 brands) and domestic (4 brands) as shown in the adjacent table.
From a brand perspective Ford, Chevrolet and Toyota lead the way with nearly 40% of D-Town's new vehicles originating from these brands. One brand to watch is Kia, with a 61% year-over-year volume increase, helping the brand gain over 1.5 percentage points in share.
So who is "King of the Big D streets?" See the Top 5 model list based on volume purchased by each diverse market listed (below).
The "Ruler of the Road" in the Dallas DMA is the Ford F-Series. Why, because the F-Series was rated No. 1 for the DMA overall and by three of the six diverse communities. Plus, the F-Series was rated No. 3 by the women of Dallas. Although "King of the Dallas streets," the F-Series has work to do with the Dallas Asian community which didn't include the model in their Top 30 list. Congratulations go to Ford and the F-Series for dominating the Top 5 Model list for "The Capital of Full Size Pickups," also known as the Dallas DMA.
This is the seventh installment of the diverse automotive market summary series with the Washington, DC market on deck. I look forward to hearing your thoughts as I work to increase the public's automotive market knowledge.
Previous DMA's: Chicago
| Los Angeles
| New York
| DetroitPosted by Marc Bland, Product Strategist & Multicultural Marketing Lead, Polk (09.20.2011)