Study: African-American Car Buyers Prefer Toyota

Amy Tokic
by Amy Tokic

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%

Amy Tokic
Amy Tokic

More by Amy Tokic

Join the conversation
 1 comment