Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Hispanic Consumers and Auto Service: Maintenance and Repair - US - May 2014

“Hispanic auto repair and maintenance consumers as a whole are a value-oriented and community-focused group. With many Hispanics seeking out mechanics, managers, and sales representatives of Hispanic origin and auto repair facilities that are a part of their community, major automotive brands must commit to greater diversity in terms of marketing, sales, and promoting minority ownership of franchises whenever possible.”
– Colin Bird, Automotive Analyst

This report answers the following questions:

  • How can auto repair franchises better engage the Hispanic auto maintenance consumer?
  • How can auto service providers get Hispanic households to commit to more preventive auto repair?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Fan chart forecast of total consumer spending for Hispanic consumers and auto service, maintenance, and repair, at current prices, 2008-18
                      • The consumer
                        • Hispanics to comprise 18.8% of US population by 2019
                          • Figure 2: Population, by race and Hispanic origin, 2009-19
                        • 1 in 5 Hispanics have done work on their cars themselves
                          • Figure 3: Shops and retailers used for auto service/repair, or DIY, February 2014
                        • AutoZone most visited automotive retail store among Hispanics
                          • Figure 4: Automotive stores shopped at by Hispanics in the last 12 months, November 2012-December 2013
                        • Nearly half of Hispanic households had vehicle serviced to treat problem
                          • Figure 5: Nature of work most recently completed on vehicle, February 2014
                        • Hispanic households more likely to pay for their service with cash
                          • Figure 6: How was last service/repair paid for, February 2014
                        • Mid-Atlantic Hispanics more likely to watch instructional videos to help aid in maintenance
                          • Figure 7: Service and maintenance behavior by Hispanic auto care customers, by census regions – Divisions, February 2014
                        • Hispanic Millennials much more willing to try a new auto shop that has a deal or promotion
                          • Figure 8: Attitudes toward service and maintenance by Hispanic auto care customers, by generations, February 2014
                        • What we think
                        • Issues and Insights

                            • How can auto repair franchises better engage the Hispanic auto maintenance consumer?
                              • The issues
                                • The implications
                                  • How can auto service providers get Hispanic households to commit to more preventive auto repair?
                                    • The issues
                                      • The implications
                                      • Trend Application

                                          • Trend: Prepare for the Worst
                                            • Trend: Locavore
                                              • Trend: Let’s Make a Deal
                                              • Market Size and Forecast

                                                • Key points
                                                  • Hispanic share of US auto maintenance and repair expenditure tops 10% in 2013
                                                    • Figure 9: All household expenditures on auto maintenance and repair, and share accounted for by Hispanics, 2008-18
                                                    • Figure 10: Expenditures by Hispanic households on auto maintenance and repair, by segment, at current prices, 2008-18
                                                  • Hispanic auto maintenance and repair expenditure set to grow by 19% from 2013-18
                                                    • Figure 11: Total US Retail sales of Hispanic Consumers and Auto Service, 2008-18
                                                  • Fan chart forecast
                                                      • Figure 12: Fan chart forecast of total consumer spending for Hispanic consumers and auto service, maintenance and repair, at current prices, 2008-18
                                                  • Marketing Strategies

                                                      • Strategy: Relate to them
                                                        • NAPA Auto Parts – Official Sponsor of the Mexican National Soccer Team
                                                          • Figure 13: NAPA Pura Calidad Tour, May 2014
                                                          • Figure 14: NAPA Pura Calidad TV Commercial, March 2013
                                                        • Strategy: Increase value proposition
                                                          • Jiffy Lube – Offering a little extra
                                                            • Figure 15: Jiffy Lube World Cup sweepstakes entry form, May 2014
                                                          • Strategy: Partner with them to take care of their car
                                                            • Chevron with Techron – Taking care of your car
                                                              • Figure 16: Chevron with Techron, Used cars TV ad, April 2014
                                                          • Hispanic Vehicle Ownership and Automobile Clubs Affiliation

                                                            • Key points
                                                              • Average Hispanic household owns two cars
                                                                • Figure 17: Number of vehicles owned, by race/Hispanic origin, November 2012-December 2013
                                                              • Hispanic households significantly less likely to have recently purchased a new vehicle
                                                                • Figure 18: Household vehicles purchased, by new, used, leased, by race/Hispanic origin, November 2012-December 2013
                                                              • Hispanic households slightly less likely to own 2013MY or newer vehicle
                                                                • Figure 19: Model year of currently owned vehicles, by race/Hispanic origin, November 2012-December 2013
                                                              • Hispanic households more likely to have recently purchased a foreign make vehicle
                                                                • Figure 20: Top 20 most recently acquired auto makes – Domestic and import, all versus Hispanics, November 2012-December 2013
                                                              • Hispanic significantly less likely to belong to a auto club
                                                                • Figure 21: Hispanic membership of automobile clubs, November 2012-December 2013
                                                            • Automotive Stores Shopped and Services Received

                                                              • Key points
                                                                • AutoZone most visited automotive retail store among Hispanics
                                                                  • Figure 22: Automotive stores shopped at by Hispanics in the last 12 months, November 2012-December 2013
                                                                • 47% of Hispanic households received tire rotation/balancing in past year
                                                                  • Figure 23: Automotive services purchased, by household income, November 2012-December 2013
                                                                • Plurality of Hispanic households self-report changing own oil
                                                                  • Figure 24: Who added changed motor oil for Hispanics in last 12 months, November 2012-December 2013
                                                                  • Figure 25: Automotive stores and service outlets used by Hispanics for oil change, November 2012-December 2013
                                                                • AAMCO, Sears, Firestone show improved response for brake service among Hispanic households
                                                                  • Figure 26: Automotive stores and service outlets used by Hispanics for brake service, November 2012-December 2013
                                                                • 1 in 5 Hispanic tire purchasers went to Discount Tire
                                                                  • Figure 27: Automotive stores and service outlets used by Hispanics to buy tires, November 2012-December 2013
                                                                • Nearly two thirds of Hispanic tire purchasers buy a set of four tires
                                                                  • Figure 28: Number of passenger car tires purchased by Hispanics in the last 12 months, November 2012-December 2013
                                                                  • Figure 29: Number of pickup/SUV/van tires purchased by Hispanics in the last 12 months, November 2012-December 2013
                                                                • Hispanic households most likely to purchase Goodyear tires
                                                                  • Figure 30: Brands of tire bought by Hispanics in last 12 months, November 2012-December 2013
                                                              • Shops and Retailers Used for Auto Service/Repair, or DIY

                                                                • Key points
                                                                  • Tire retail stores most visited type of service facility; 1 in 5 Hispanics have done work on their cars themselves
                                                                    • Figure 31: Shops and retailers used for auto service/repair, or DIY, February 2014
                                                                  • Hispanic women far less likely to personally take vehicle in for servicing
                                                                    • Figure 32: Shops and retailers used for auto service/repair, or DIY, by gender, February 2014
                                                                  • Hispanic households earning $75K+ more likely to visit dealerships, franchise auto shops for service and maintenance
                                                                    • Figure 33: Shops and retailers used for auto service/repair, or DIY, by household income, February 2014
                                                                  • Bilingual Hispanics more likely to have personally taken action on vehicle maintenance
                                                                    • Figure 34: Shops and retailers used for auto service/repair, or DIY, by languages spoken in home, February 2014
                                                                  • Hispanic Baby Boomers more likely to frequent independent mechanics and auto dealerships when compared to Hispanic Millennials
                                                                    • Figure 35: Shops and retailers used for auto service/repair, or DIY, by generations, February 2014
                                                                  • Hispanic households who don’t have children less likely to personally complete maintenance on vehicle
                                                                    • Figure 36: Shops and retailers used for auto service/repair, or DIY, by presence of children in household, February 2014
                                                                • Nature of Work Most Recently Completed on Vehicle

                                                                  • Key points
                                                                    • Nearly half of Hispanic households had vehicle serviced to treat problem
                                                                      • Figure 37: Nature of work most recently completed on vehicle, February 2014
                                                                    • Hispanic households earning $75K+ more likely to have used roadside assistance
                                                                      • Figure 38: Nature of work most recently completed on vehicle, by household income, February 2014
                                                                    • Little differences between nature of work performed by generation
                                                                      • Figure 39: Nature of work most recently completed on vehicle, by generations, February 2014
                                                                    • Hispanic households with three or more children more likely to bring vehicle in for repair services
                                                                      • Figure 40: Nature of work most recently completed on vehicle, by presence of children in household, February 2014
                                                                  • Method of Payment for Last Service/Repair

                                                                    • Key points
                                                                      • Hispanic households more likely to pay for their service with cash
                                                                        • Figure 41: How was last service/repair paid for, February 2014
                                                                      • Hispanics in households earning $75K+ more likely to have service covered by service contract or insurance
                                                                        • Figure 42: How was last service/repair paid for, by household income, February 2014
                                                                      • Hispanic households with three or more children more likely to have repairs covered by insurance
                                                                        • Figure 43: How was last service/repair paid for, by presence of children in household, February 2014
                                                                    • Spend on Maintenance/Repairs

                                                                      • Key points
                                                                        • Hispanic households spent average of $835 annually on repairs
                                                                          • Figure 44: Spend on maintenance/repairs in last 2 years, February 2014
                                                                        • Hispanics that speak mostly English at home spent the most on vehicle maintenance
                                                                          • Figure 45: Spend on maintenance/repairs in last 2 years, by languages spoken in home, February 2014
                                                                        • Hispanic Millennials/iGeneration spend most on vehicle maintenance
                                                                          • Figure 46: Spend on maintenance/repairs in last 2 years, by generations, February 2014
                                                                        • More children in the household indicates more money spent on vehicle maintenance
                                                                          • Figure 47: Spend on maintenance/repairs in last 2 years, by presence of children in household, February 2014
                                                                      • Service and Maintenance Behavior

                                                                        • Key points
                                                                          • 39% of Hispanics immediately service vehicle with “check engine” light
                                                                            • Figure 48: Service and maintenance behavior by Hispanic auto care customers, February 2014
                                                                          • Hispanic men more likely to want ASE certified mechanics and to write reviews
                                                                            • Figure 49: Service and maintenance behavior by Hispanic auto care customers, by gender, February 2014
                                                                          • ASE certification matters more to bicultural and acculturated Hispanics
                                                                            • Figure 50: Service and maintenance behavior by Hispanic auto care customers, by languages spoken in home, February 2014
                                                                          • Generation X and Baby Boomer Hispanics more engaged in upkeep of vehicle when compared to Hispanic Millennials
                                                                            • Figure 51: Service and maintenance behavior by Hispanic auto care customers, by generations, February 2014
                                                                          • Mid-Atlantic Hispanics more likely to watch instructional videos to help aid in maintenance
                                                                            • Figure 52: Service and maintenance behavior by Hispanic auto care customers, by census regions – Divisions, February 2014
                                                                        • Attitudes toward Service and Maintenance

                                                                          • Key points
                                                                            • 41% of Hispanic household respondents interested in having history with mechanic
                                                                              • Figure 53: Attitudes toward service and maintenance by Hispanic auto care customers, February 2014
                                                                            • 1 in 5 Hispanic men like working underneath the hood of their vehicles
                                                                              • Figure 54: Attitudes toward service and maintenance by Hispanic auto care customers, by gender, February 2014
                                                                            • Unacculturated and bicultural Hispanics more inclined toward Spanish-language sales material
                                                                              • Figure 55: Attitudes toward service and maintenance by Hispanic auto care customers, by languages spoken in home, February 2014
                                                                            • Hispanic Millennials much more willing to try a new auto shop that has a deal or promotion
                                                                              • Figure 56: Attitudes toward service and maintenance by Hispanic auto care customers, by generations, February 2014
                                                                            • Mid-Atlantic Hispanics more concerned with increasing complexity of autos
                                                                              • Figure 57: Attitudes toward service and maintenance by Hispanic auto care customers, by census regions – Divisions, February 2014
                                                                          • Appendix – Demographic Profile of US Hispanics

                                                                              • Key points
                                                                                • Population trends
                                                                                  • Figure 58: Population, by race and Hispanic origin, 2009-19
                                                                                  • Figure 59: Population, by race/Hispanic origin, 1970-2020
                                                                                  • Figure 60: Asian, Black, and Hispanic populations, 1970-2020
                                                                                • Birthrates
                                                                                  • Figure 61: Births, by race and Hispanic origin of mother, 2002-12
                                                                                • The Hispanic and total US population by age
                                                                                  • Figure 62: Hispanic population, by age, 2009-19
                                                                                  • Figure 63: Total US population by age, 2009-19
                                                                                • The Hispanic and total US population by gender
                                                                                  • Women
                                                                                    • Figure 64: Hispanic female population, by age, 2009-19
                                                                                    • Figure 65: Total US female population by age, 2009-19
                                                                                  • Men
                                                                                    • Figure 66: Hispanic male population, by age, 2009-19
                                                                                    • Figure 67: Total US male population by age, 2009-19
                                                                                  • Characteristics
                                                                                    • Marital status
                                                                                      • Figure 68: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                      • Figure 69: Marital status of Hispanics, by age, 2013
                                                                                    • Household size
                                                                                      • Figure 70: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                    • Children in the household
                                                                                      • Figure 71: Households, by presence and ages of own children, 2013
                                                                                    • Generations
                                                                                      • Figure 72: Generations – Hispanics versus non-Hispanics, 2014
                                                                                    • Hispanics by country of origin/heritage
                                                                                      • Figure 73: Hispanic population, by country of origin/heritage
                                                                                    • Mexicans (63% of US Hispanics)
                                                                                      • Figure 74: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                    • Puerto Ricans (9% of US Hispanics)
                                                                                      • Cubans (4% of US Hispanics)
                                                                                        • Dominicans (3% of US Hispanics)
                                                                                          • Central Americans (8% of US Hispanics)
                                                                                            • South Americans (5% of US Hispanics)
                                                                                              • Figure 75: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                              • Figure 76: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                            • Hispanics by geographic concentration
                                                                                              • Figure 77: Hispanic population, by region of residence, 2000-10
                                                                                              • Figure 78: Hispanic or Latino population as a percent of total population by county, 2010
                                                                                            • States with the most Hispanic population growth
                                                                                              • Figure 79: States ranked by change in Hispanic population, 2000-10
                                                                                              • Figure 80: Percent change in Hispanic or Latino population by county, 2000 to 2010
                                                                                            • Key Hispanic metropolitan areas
                                                                                              • Figure 81: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                            • Hispanics online
                                                                                              • Figure 82: Internet use among Hispanics 18+, 2013
                                                                                          • Appendix – Acculturation

                                                                                              • What is acculturation?
                                                                                                • Figure 83: Acculturation Diagram
                                                                                                • Figure 84: Variables that affect acculturation
                                                                                              • Why is level of acculturation important?
                                                                                                • Levels of acculturation
                                                                                                  • Figure 85: Characteristics of primary acculturation levels
                                                                                                • What is retroacculturation?
                                                                                                • Appendix – Automotive Stores Shopped and Services Received

                                                                                                    • Figure 86: Automotive stores and service outlets used by Hispanics for detail/Clean, November 2012-December 2013
                                                                                                    • Figure 87: Automotive stores and service outlets used by Hispanics for mufflers, November 2012-December 2013
                                                                                                    • Figure 88: Automotive stores and service outlets used by Hispanics for car batteries, November 2012-December 2013
                                                                                                    • Figure 89: Automotive stores and service outlets used by Hispanics for accessories, November 2012-December 2013
                                                                                                    • Figure 90: Automotive stores and service outlets used by Hispanics for other parts, November 2012-December 2013
                                                                                                    • Figure 91: Automotive stores and service outlets used by Hispanics for alignment/suspension, November 2012-December 2013
                                                                                                    • Figure 92: Automotive stores and service outlets used by Hispanics for transmission change, November 2012-December 2013
                                                                                                    • Figure 93: Automotive stores and service outlets used by Hispanics for a tune-up, November 2012-December 2013
                                                                                                    • Figure 94: Automotive stores and service outlets used by Hispanics for other services, November 2012-December 2013
                                                                                                    • Figure 95: Type of store/shop that installed mufflers purchased, November 2012-December 2013
                                                                                                    • Figure 96: Brand of mufflers purchased, November 2012-December 2013
                                                                                                • Appendix – Websites Visited by Customers of Auto Shops or DIYers

                                                                                                    • Figure 97: Websites visited by Hispanics, February 2014
                                                                                                    • Figure 98: Websites visited by Hispanics, by DIY or DIFM auto maintenance, February 2014
                                                                                                • Appendix – Social Media Sites Frequented by Customers of Auto Shops or DIYers

                                                                                                    • Figure 99: Social media sites frequented by Hispanics, February 2014
                                                                                                    • Figure 100: Social media sites frequented by Hispanics, by DIY or DIFM auto maintenance, February 2014
                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                  • Hispanic household automotive stores and services received
                                                                                                    • Figure 101: Automotive services purchased, by model year of vehicle owned, November 2012-December 2013
                                                                                                  • Vehicle ownership
                                                                                                    • Figure 102: Vehicle ownership, by household income, February 2014
                                                                                                    • Figure 103: Vehicle ownership, by generations, February 2014
                                                                                                    • Figure 104: Vehicle ownership, by primary residence, February 2014
                                                                                                  • Visitation to auto care facility and/or frequency of DIY auto maintenance
                                                                                                    • Figure 105: Shops and retailers used for auto service/repair, or DIY, by education, February 2014
                                                                                                    • Figure 106: Shops and retailers used for auto service/repair, or DIY, by gender and age, February 2014
                                                                                                    • Figure 107: Shops and retailers used for auto service/repair, or DIY, by nature of work most recently completed on vehicle, February 2014
                                                                                                    • Figure 108: Shops and retailers used for auto service/repair, or DIY, by how was last service/repair paid for, February 2014
                                                                                                  • Nature of work most recently completed on vehicle
                                                                                                    • Figure 109: Nature of work most recently completed on vehicle, by gender, February 2014
                                                                                                    • Figure 110: Nature of work most recently completed on vehicle, by education, February 2014
                                                                                                    • Figure 111: Nature of work most recently completed on vehicle, by own or rent primary residence, February 2014
                                                                                                    • Figure 112: Nature of work most recently completed on vehicle, by DIY or DIFM auto maintenance, February 2014
                                                                                                    • Figure 113: Nature of work most recently completed on vehicle, by languages spoken in home, February 2014
                                                                                                  • Method of payment for last serviced/repair
                                                                                                    • Figure 114: How was last service/repair paid for, by gender, February 2014
                                                                                                    • Figure 115: How was last service/repair paid for, by education, February 2014
                                                                                                    • Figure 116: How was last service/repair paid for, by DIY or DIFM auto maintenance, February 2014
                                                                                                    • Figure 117: How was last service/repair paid for, by languages spoken in home, February 2014
                                                                                                  • Spend on maintenance/repairs
                                                                                                    • Figure 118: Spend on maintenance/repairs in last 2 years, by household income, February 2014
                                                                                                    • Figure 119: Spend on maintenance/repairs in last 2 years, by DIY or DIFM auto maintenance, February 2014
                                                                                                    • Figure 120: Spend on maintenance/repairs in last 2 years, by own or rent primary residence, February 2014
                                                                                                • Appendix – Trade Associations

                                                                                                  Companies Covered

                                                                                                  • Association of Hispanic Advertising Agencies
                                                                                                  • U.S. Bureau of the Census
                                                                                                  • US Department of Commerce

                                                                                                  Hispanic Consumers and Auto Service: Maintenance and Repair - US - May 2014

                                                                                                  £3,277.28 (Excl.Tax)