Study: African-American Car Buyers Prefer Toyota

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Study: African-American Car Buyers Prefer Toyota
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It’s interesting to see a demographic breakdown of what people are buying and a new study shows that Toyota was the top automotive brand for African-Americans in 2010.

In the recent study conducted by Polk, the total new vehicle registrations among this demographic reached 641,090, an increase of 11.5 percent over 2009 (7.4 percent of all new vehicle registrations in 2010).  It also goes on to say that the African-American market volume increase was 68.6 percent greater than the non-ethnic market increase of 6.8 percent.

“With the U.S. population growing faster in the African-American segment than others, there’s a significant opportunity for automotive manufacturers and dealers to begin to align marketing initiatives toward this specific audience,” said Marc Bland, product strategist at Polk. “Those companies that are ahead of the curve, like Toyota, are already reaping the rewards.”

Making the top five after Toyota include Ford, Chevrolet, Honda and Nissan – these five brands account for 60 percent of the African-American market. In terms of growth from 2009, Buick, Hyundai, Kia, Cadillac, GMC and Infiniti are doing well with the African-American market.

You can see the breakdown of the numbers after the jump.

[Source: Polk]

Brand Percentage of African-American market Toyota                 15.0% Ford                       11.7% Chevrolet            11.4% Honda                   11.3% Nissan                   10.2% Hyundai               5.6% Kia                          4.2% Dodge                   4.0% GMC                      2.8% Volkswagen       2.2%

Brand Percentage Change in African-American Market vs. 2009 Buick                     72.2% Hyundai               53.2% Kia                          34.6% Cadillac                 34.4% GMC                      33.6% Infiniti                   30.9% Subaru                  28.3% Audi                       27.1% Acura                    21.0% Volkswagen       20.6% Ford                       19.3% Nissan                   18.9% Mazda                  16.3% Chevrolet            13.4% Land Rover         13.1%

  • James K Cockrell

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