Market Trends: Hispanic Americans and the Automobile Industry

Table of Contents:

• 15% of the US Population will be of Hispanic Origin by 2007
• Over Four in Five Hispanics Live in Just 10 States
• Yet Other States are Growing Rapidly
• Table 2-1: States with Largest Hispanic Population: 2000 (in thousands)
• Table 2-2: Five States with Fastest Growth in Hispanic Population: 1990 to 2000
• Top Hispanic Markets
• Figure 2-1: Top Hispanic Markets: 2002

Characteristics of Hispanic Households

• Household Types
• Table 2-3: Household Types in Hispanic and Non-Hispanic Households: 2000
• Household Size
• Hispanics by U.S. Generation
• Table 2-4: U.S. Hispanics: First, Second and Third+ Generation

Countries of Origin for Hispanic Americans

• Hispanics Trace Origins to a Diverse Group of Countries
• Figure 2-2: U.S. Hispanics by Country of Origin, 2002
• Household Size by Hispanic Origin
• Hispanic Origin By Region

Income and Education

• Buying Power in the Hispanic Market
• Table 2-5: 10 States with Largest Share of Hispanic Buying Power
• Employment, Occupation, and Size of Working Hispanic Population Income
• Figure 2-3: Percent of Full-Time, Year-Round Workers with Annual Income $35,000 or More, by Hispanic Origin: 2002 Educational Attainment
• Table 2-6: Percent of Adults Ages 25+ with Completed High School Education or Better Latino Immigrants
• Table 2-7: Percent of Adults Ages 25+ with at Least a High School Education
• Table 2-8: Completed Education of Adult Central and South American Immigrants by Country of Birth, 2000

Chapter 3: Automobile Purchases, Ownership, and Attitudes Among Hispanics

• Vehicle Ownership
• Figure 3-1: Percentages of Hispanics/General Population Owning/Not Owning a Vehicle
• Figure 3-2: Percentages of Hispanics/General Population Owning SUVs and Vans
• Brand Preferences
• Table 3-1: Top Auto Brands Owned by Hispanic Adults 18+
• Table 3-2: New Auto Models Hispanics Plan to Buy Next Year
• Import vs. Domestic Cars
• Popularity of Japanese Brands
• Figure 3-3: Purchases of Used Japanese Cars, By Brand, Hispanic vs. General Market
• Auto-Related Retail Shopping
• Table 3-3: Shopping in Automotive Retailers in the Past 12 Months: General Market and Hispanic Consumers
• Love for Own Car
• Driving for Family vs. Self-Satisfaction
• Figure 3-4: Percentage of Drivers Who Drive Alone, Hispanic vs. General Market

New Car Purchases

• New vs. Used Vehicles
• Aspirations for New Car Purchases
• Figure 3-5: Percentage of Consumers Who “Normally Buy Cars Brand New,” by Hispanic/General Market and Men/Women

Features Included in New Cars

• Table 3-4: Features Included in New Vehicle Purchases: General and Hispanic Consumers

New Sales to Hispanics by Census Region

• Table 3-5: Distribution of vehicles acquired new by Hispanics, by Census Region, 2002.
• Income and Purchases of New Models
• New Vehicle Purchasing Experience
• Price to be Paid in Next Vehicle Purchase
• Figure 3-5: Percentage of Consumers Who Plan to Spend Less Than $20,000 on Next Car, by Ethnicity/Race

New Purchase Timeframe

• Figure 3-6: Consumers Who Normally Buy New Cars, Hispanic vs. General Market

Purchase Finance Methods

• Table 3-6: Distribution of Manufacturer-Provided Loans for Newly Bought Vehicles by Hispanics
• Table 3-7: Finance Method for Most Recently Acquired New Car, by Gender within Hispanic Consumers
• Table 3-8: Auto Manufacturer Loans to Hispanics, by Age Group
• Table 3-9: Distribution of Manufacturer-Provided loans for new cars, by Census Region, 2002
• Who Purchases New Cars?
• Table 3-10: New Car Purchases of 2002 Model Years, Age Distribution within Hispanic Consumers
• Table 3-11: Most Recently Acquired Car Was New, Age Distribution within Hispanic Consumers
• Automobiles Should Catch Attention
• Luxury

Chapter 4: Reaching the Hispanic Market

• General Motors Corporation to Focus on Hispanic and Other Ethnic Markets
• Ford Motor Company and Chrysler Corporation also Target the Hispanic Market
• Individual Dealers Target the Hispanic Consumer Via the Internet
• Use of Hispanic Celebrities in Targeting Hispanic Market

Strategies to Target Latino Consumers

• Internal Processes Paving the Way for More Effective Marketing
• Upper Management Involvement in General Motors to Target Latino Consumers
• Advertising Spending
• The Ford Approach in the Hispanic Market

Information Sources for Hispanics

• Table 4-1: Information Sources for New Vehicle Purchases: General Market and Hispanic Market Consumers
• Figure 4-1: Information Sources for New Vehicle Purchases: Hispanic Market Consumers
• Table 4-2: Information Sources for Pre-owned Vehicle Purchases: General Market and Hispanic Market Consumers
• Figure 4-2: Information Sources for Pre-owned Vehicle Purchases: Hispanic Market Consumers
• Table 4-3: Information Sources for Hispanic New Car Buyers, by Gender

Auto Manufacturers, Hispanic Americans and the Internet

• Table 4-5: Internet Sites for Top New Auto Brands in the Hispanic Market

Chapter 5: 2003 Automobile Marketing Efforts

• Honda
• Jeep
• Dodge
• Nissan
• Chrysler
• Ford
• Pontiac
• Mazda
• Toyota
• BMW

Abstract:

Market Trends: Hispanic Americans and the Automobile Industry, a new report from Packaged Facts, discusses product and marketing strategies by the automobile industry, examines population and immigration trends among Hispanic Americans, delves into the attitudes and perceptions Hispanics have regarding automobiles, and addresses marketing strategies that the industry has adopted to attract Hispanics, who are now the largest minority group in the country.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the consumer goods and services industries.

About the Author
Raúl Pérez, Ph.D., is president of Utilis, a market research and consulting firm specializing in the U.S. Hispanic market. His firm offers quantitative and qualitative research solutions to clients in the beverage industry, automobiles, health care, publishing, financial services, Internet, cable/satellite television, and apparel, among others. Dr. Pérez obtained his doctorate at Yale University and has over 12 years of research experience in Hispanic populations.

Report Methodology
The information inMarket Trends: Hispanic Americans and the Automobile Industryis based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the auto industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002.

What You’ll Get in this Report
MarketTrends: Hispanic Americans and the Automobile Industry Industry offers unique perspective on the growing and promising Hispanic market for cars, both new and previously owned. No other market research report provides the data, analysis and trends coverage that Market Trends: Hispanic Americans and the Automobile Industryoffers. The report addresses the following segments:

• Hispanic Population Trends - including immigration patterns, geographical concentrations and insights into spending power and income.
• Attitudes Regarding Automobiles - including data on car spending and shopping profiles.
• Automobile Buying Habits - and the attributes of cars that attract Hispanic buyers.
• Marketing and Community-Relation Strategies - that are effective in reaching Hispanic consumers.
• Case studies - of what particular car companies are doing to target the Hispanic market.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

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How You Will Benefit from this Report
If your company is already targeting Hispanic consumers or is considering making the leap into the business, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence automobile-buying decisions among Hispanic Americans.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for automobiles that appeal to Hispanic Americans
• Research and development professionals stay on top of competitor initiatives and explore demand for cars in this demographic group.
• Advertising agencies working with clients in the automobile industry to help understand Hispanic consumers to develop messages and images that them to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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