diverse consumer automotive marketing · 2018-04-14 · diverse consumer automotive marketing marc...

Diverse Consumer Automotive Marketing Marc Bland, VP Diversity & Inclusion

Re-consider pre-conceived notions

We may have it wrong, but we can get it right …. Today

Luxury Vehicle Marketing How Do You Define Affluence?

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30%

Lessthan$40K $40Kto<$75K $75Kto<$100K $100Kto<$150K $150Kto<$200K $200Kto<$250K $250KandUp

Lux-All AS-Lux

$100K to

$200K

Industry & Asian

Consumers

Many Luxury Automotive campaigns fly over the heads of African American and Hispanic consumers like foreign objects in the night. WHY?

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Lessthan$40K $40Kto<$75K $75Kto<$100K $100Kto<$150K $150Kto<$200K $200Kto<$250K $250KandUp

Lux-All HS-Lux AA-Lux AS-Lux

<$100K

Target for African

American &

Hispanic Consumers

Full Size Pickups

Time for more inclusion

Rank Make Model1 FORD FSERIES2 CHEVROLET SILVERADO3 TOYOTA RAV44 HONDA CIVIC5 HONDA CR-V6 RAM FULLSIZEPICKUP7 HONDA ACCORD8 TOYOTA CAMRY

Industry-All

Make ModelHONDA CIVICHONDA ACCORDTOYOTA COROLLATOYOTA RAV4TOYOTA CAMRY

CHEVROLET SILVERADOFORD FSERIESNISSAN ROGUE

Hispanic

Make ModelTOYOTA CAMRYHONDA ACCORDFORD FSERIESNISSAN ALTIMAHONDA CIVICTOYOTA RAV4TOYOTA COROLLANISSAN ROGUE

AfricanAmerican

Top 8 Vehicles by Consumer Group

It’s time for an African American Pickup Campaign

US LGBT Consumers

New Vehicle Buying – Knowledge Check

What are the Top 5 Vehicles for LGBT Consumers?

Rank Make Model

1 FORD FSERIES

2 CHEVROLET SILVERADO

3 TOYOTA RAV4

4 HONDA CR-V

5 RAM FULLSIZEPICKUP

What are the Top 10 Markets for LGBT New Vehicle Consumers? Rank DMA

1 NEWYORK2 DETROIT3 PHILADELPHIA4 LOSANGELES5 CHICAGO6 CLEVELANDAKRON(CANTON)7 WASHINGTONDC(HAGRSTWN)8 BOSTON(MANCHESTER)9 SANFRANCISCOOAKSANJOSE10 HOUSTON

REMEMBER: Re-consider pre-conceived notions

We may have it wrong, but we can get it right …. Today

Seek out and follow the data

THANK YOU ALL Marc Bland, VP Diversity & Inclusion