What are women automotive buyers buying?

30 Mar 2011 Marc Bland

There appears to be a strong connection between women and the Asian OEMs. Based on the chart below, the collective group of Asian OEMs that include Toyota, Lexus, Honda, Acura, Hyundai, KIA, Nissan, Infiniti, Subaru and Mazda dominate the consecutive top selections across all ethnic groups. African American women are on the low end of Asian brand affinity with their top seven make model selections coming from this group. Whereas, Asian models represent the top 21 consecutive spots for Vietnamese women.

Women Vehicle Selections by Ethnic Group

For Asian women, if they're not buying Asian then it's all about the European BMW, Mercedes or Volkswagen models as they appear as soon as the 13th choice for Chinese, Indian and Korean women, and as high as the 22nd selection for Vietnamese women.

The domestic brands appear more attractive to African American and Hispanic women who are the only groups to include domestic offerings in their Top 10 volume choices. The top 10 domestic representatives are the Chevrolet Malibu (#8 for African American women) and the Ford F-Series (#10 for Hispanic women) respectively.

The table below identifies the Top 5 vehicles selected by women for each ethnic group, plus the top European and domestic selections for each group. You will quickly notice the Top 5 list is dominated by Toyota, Honda, Nissan and Hyundai respectively. With Hyundai getting the nod via support from the Korean and African American women.

Women's Top 5 Vehicle Selections by Ethnic Group

This blog screams two things at me as follows:

  1. The Asian OEMs have a formula that is working with women from all backgrounds.
  2. There is almost a monopolistic allegiance between the Asian women and the Asian OEMs.

Which begs the following question:

  • Which European or domestic OEMs will be the first to break the Top 10 volume list with just one of the Asian women groups?

If I was a betting man, I would wager on Ford, Mercedes, BMW or Volkswagen, but the auto industry has been known to surprise. I'd love to hear your thoughts, comments or ideas about this topic.

Posted by Marc Bland, Product Strategist and Multicultural Marketing Lead, Polk (03.31.2011)


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