diverse consumer automotive marketing · 2018-04-14 · diverse consumer automotive marketing marc...
TRANSCRIPT
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?
0%
5%
10%
15%
20%
25%
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?
0%
5%
10%
15%
20%
25%
30%
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