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Automotive Diversity Market Data

Discover diverse automotive markets

Tap into the purchasing power of specific ethnic and demographic consumer groups

IHS Markit arms you with the critical information you need to engage diverse ethnic and demographic markets within the United States. Our data, combined with our automotive expertise, enable you to target growing, lucrative ethnic and gender markets for new/used vehicles, parts and service, and other automotive related promotions. With our Automotive Diversity Market Data, discover:

  • What's selling? (Make, model, powertrain, etc.)
  • Who's buying? (Ethnicity, gender, age, income)
  • Where to reach them? (State, MSA, ZIP code, etc.)
Find out which brands are most popular by consumer group Download the top-10 brands by consumer group.

What’s Included

Market Analysis

Built from two independent sources for maximum coverage and accuracy, IHS Markit automotive ethnic data enables you to discover areas with the highest market volumes for new and used vehicle sales. We can also identify the top performing and underperforming markets for any make, model or vehicle segment for one or multiple ethnic groups.

Target Marketing

We offer over 200 individual ethnic codes, as well as various language codes to help you reach your desired audience with the strongest message possible. Target customers can be based on any combination of ethnicity, gender, age and income.

DMA® Share Comparison

Compare ethnic vehicle sales by brand to total markets in designated market areas around the country. Indices provide an immediate measure of market performance. Our index ratings highlight where brand market share is above or below the market average. Use this vital tool as a benchmark to evaluate your performance in your own market.

* DMA® is a registered service mark of The Nielsen Company. Used under License.

Multicultural Loyalty

What vehicles are popular among specific ethnic groups? Multicultural automotive loyalty can be shown at a national and DMA® level as well as at the vehicle segment level. We benchmark multicultural consumer loyalty against the general population.

* DMA® is a registered service mark of The Nielsen Company. Used under License.

Conquest/Defection Analysis

Discover top conquests and defections by model and ethnic and/or demographic group. Conquests and defections can be reported on a make or model level, nationally, or by DMA®. Multicultural customers can also be compared to the general market.

* DMA® is a registered service mark of The Nielsen Company. Used under License.

Share of Garage Analysis

Share of Garage can be reported on a make or model level, nationally, or by DMA®. Compare customers by ethnic group or gender to the general market. 

* DMA® is a registered service mark of The Nielsen Company. Used under License.

Gender Analysis

What vehicles are preferred by one gender over the other? What are the top new and used makes for women? Automotive gender data can address these questions and others based on the gender of the registrant.

Lesbian, Gay, Bisexual and Transgender (LGBT) Data

How big is the lesbian, gay, bisexual and transgender US automotive market? What is your brand’s share of this market versus your competition’s? What are the hot markets for LGBT automotive customers? Answer these questions to develop relevant business strategies based on the industry’s largest available population of LGBT automotive buyers.


Marc Bland

He works across the Automotive organization to ensure the broad suite of products and custom solutions address the unique marketing needs of those seeking to reach automotive communities inclusive of the African American, Asian, Hispanic, Women, Military and LGBT (Lesbian, Gay, Bi-Sexual & Transgendered). Mr. Bland is a highly sought-after speaker on diversity topics and his thought leadership and commentary has been widely published. He also has been honored with numerous diversity-centered awards. A proud graduate of Frank Cody High and the Detroit Public School system, Mr. Bland holds a Bachelor of Science degree from Grand Valley State University, US, and a Master of Science degree from Central Michigan University, US.

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