The old saying "One Size Fits All" does not apply to vehicle consumers across ethnic groups. Using January-November new vehicle registrations as my base, I conducted some ad-hoc consumer research and discovered the following:The top three segments for African American (AA), Asian (AS), Hispanic (HS) and the general market (OT) were as follows:
- Basic Economy
- Sport Utility
- Upper Middle
Even more disparate was the fact that there was no loyalty to one model across all four ethnic groups within each segment. For example, within the Sport Utility segment both the General Market and African Americans chose the Chevy Equinox as their top choice based on volume. Whereas, the Hispanic community prefers the Nissan Rogue. Then there's the Asian community who must not mind reaching deeper into their pockets to support their top choice of the Lexus RX.
For top choices by ethnic group in the other two segments, please see the table below.
These data are another reason why I'm a firm believer that although things appear the same on the surface, it's when one looks a little deeper that we see the differences which make each ethnic community unique. These are my summary findings related to ethnic preference by segment; I'd love to hear your thoughts, comments or future ideas.