Each individual consumer has his or her unique preferences, desires and needs when shopping for a vehicle. But according to a recent study from Strategic Vision, the purchasing values or trends of a person's ethnic group are important factors to consider.
"Attitudes, images and personal values ranging from desired security and trust to displaying one's individuality and success are distinctive in that they differ in the strength or magnitude of their importance among ethnic groups," explained Darrel Edwards, chief executive officer and founder of Strategic Vision.
"When the essences of these values are accurately addressed in product, communication and dealership, the best opportunity to capture shopping and purchasing interests and priorities becomes available," Edwards continued.
Strategic Vision analyzed how well various automakers understand these values and desires with its Total Quality Index. According to officials, TQI "captures the more complete experience buyers have with his or her vehicle including rational and emotional connection."
The index calculates an owner's response to vehicles with an overall emotional response and measures it by a 1,000-point scale.
The following are the top brand and model rankings among various groups in 2007.
African-American Buyers:
Luxury Brands
Lexus — 938
Mercedes-Benz — 918
Infiniti — 913
Luxury Models
Infiniti FX — 952
Mercedes R-Class Wagon — 942
Chrysler 300C — 941
Standard Brands
Honda — 895
Ford — 889
Chevrolet — 889
Standard Models
Chrysler PT Cruiser — 929
VW Passat — 912
Ford Fusion — 906
Hispanic Buyers:
Luxury Brands
Mercedes-Benz — 922
BMW — 918
Acura — 911
Luxury Models
Mercedes E-Class — 955
Infiniti G35 Sedan — 940
BMW 3-Series Coupe — 933
Standard Brands
Scion — 902
Pontiac — 896
Saturn — 895
Standard Models
Kia Sedona — 924
Scion xB — 920
Ford Expedition — 920
Asian Buyers:
Luxury Brands
Mercedes-Benz — 909
Audi — 909
BMW — 906
Luxury Models
Mercedes GL-Class — 931
BMW 3-Series Coupe — 925
BMW X5 — 920
Standard Brands
Hyundai — 871
Honda — 865
Ford — 858
Standard Models
Mazda3 Hatchback — 907
Hyundai Sonata — 902
Honda Civic — 896
Strategic Vision also listed the top brands and models sold to buyers from various ethnic groups. The first number is the volume percentage, which the study indicated is the market share of each ethnic group.
The second number (in parenthesis) is the index, which denotes the ethnic representation within each brand.
African American Buyers:
Top Brands
Nissan —13 percent (201)
Toyota —13 (83)
Chevrolet — 10 (89)
Ford — 8 (72)
Honda — 6 (58)
Dodge — 6 (109)
Chrysler — 5 (205)
Mercedes — 3 (173)
Hyundai — 3 (102)
Kia — 3 (189)
Top Models
Nissan Altima — 4 percent (221)
Toyota Corolla — 3 (127)
Nissan Sentra — 2 (315)
Ford F-Series F-150 — 2 (84)
Toyota Camry — 2 (102)
Chrysler 300 — 2 (504)
Honda Accord Sedan — 2 (69)
Honda Civic — 2 (62)
Suzuki Forenza — 1 (591)
Chev. Silverado 1500 — 1 (67)
Dodge Charger — 1 (273)
Dodge Ram 1500 — 1 (85)
Hispanic Buyers:
Top Brands
Toyota — 15 percent (95)
Chevrolet — 11 (97)
Ford — 11 (102)
Nissan — 11 (164)
Honda — 10 (94)
Dodge — 5 (91)
Jeep — 3 (110)
Hyundai — 3 (101)
Volkswagen — 3 (153)
BMW — 3 (121)
Top Models
Ford F-Series F-150 — 4 percent (127)
Toyota Corolla — 3 (116)
Chevrolet Silverado 1500 — 3 (128)
Honda Civic — 2 (99)
Honda Accord Sedan — 2 (93)
Nissan Altima — 2 (131)
Toyota Tacoma — 2 (146)
Toyota Camry — 2 (76)
Dodge Ram 1500 — 2 (114)
Chevrolet Tahoe — 2 (167)
Nissan Sentra — 2 (195)
Honda CR-V — 1 (93)
Asian Buyers:
Top Brands
Toyota — 27 percent (172)
Honda — 22 (200)
Nissan — 6 (96)
BMW — 5 (241)
Mercedes — 5 (265)
Lexus — 4 (189)
Acura — 4 (236)
Ford — 3 (29)
Hyundai — 2 (85)
Mazda — 2 (129)
Top Models
Toyota Camry — 6 percent (275)
Honda Civic — 6 (231)
Toyota Corolla — 6 (235)
Honda Accord Sedan — 5 (181)
Honda Odyssey — 3 (242)
Honda CR-V — 3 (217)
Toyota Sienna — 3 (443)
Honda Pilot — 2 (191)
BMW 3-Series — 2 (299)
Nissan Altima — 2 (105)
Toyota RAV4 — 2 (150)
Acura MDX —1 (307)
"The purchase behaviors of new-vehicle buyers are directly influenced by the ability of the manufacturer and dealer to satisfy their needs and desires. Those who understand the essence of cross-cultural and cultural distinction will be the ones to lead the automotive industry among the innovative and early adopters," the study indicated.
"Also, it is through understanding the desired and chosen imagery connected to personal values that correct messages increase sales, higher advocacy, better retention and greater customer loyalty," officials concluded.
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