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Description

Description

“Black car buyers are both aspirational and cash conscious, with an eye on finding a vehicle that will express their personality. While black car buyers say they are keen on selecting a model based on previous experiences, more black respondents say that they plan their next purchase to be a foreign rather than a domestic make.”

– Colin Bird, Automotive Analyst

This report will address the following areas:

  • How can domestic automakers increase purchase consideration among blacks/African-Americans?
  • Getting more blacks/African-Americans into the new and CPO cars they clearly desire

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

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

                  • Profile and demographics
                    • Black purchasing power expected to rise significantly by 2017
                      • Figure 1: Trends and share in purchasing power, by race/Hispanic origin, 1990-2017
                    • Car ownership and buying
                      • Black households more likely to consider new car than white or Hispanic households when they make their next purchase
                        • Figure 2: Future vehicle purchase: expectation of next car bought new vs. used, by race/Hispanic origin, January 2012-March 2013
                      • More than a third of black respondents plan to buy another car in the next year
                        • Figure 3: Expectation of when next vehicle will be purchased, by race/Hispanic origin, January 2012-March 2013
                      • Black households spent an average $20,000 on their most recently acquired vehicle
                        • Figure 4: Amount spent on latest vehicle purchase among black households, October 2011-November 2012
                      • Black households show stronger consideration for Toyota, Honda, and Nissan than for domestic vehicles
                        • Figure 5: Auto brand ownership and intention to buy, May 2013
                      • Perceptions of car brands
                        • American carmakers need further engagement with black consumers
                          • Figure 6: Attitudes about foreign vs. domestic automobiles, by race/Hispanic origin, January 2012-March 2013
                        • Domestic brands perceived as involved in the black community
                          • Figure 7: Perceptions of major auto brands as advertising to or involved in the black community, May 2013
                        • Purchasing influencers
                          • Black households loyal to brand
                            • Figure 8: Important factors when deciding where to purchase most recent vehicle, by household income, May 2013
                          • Women more interested in safety features
                            • Figure 9: Features that will influence the purchase of next vehicle, by gender, May 2013
                          • What we think
                          • Issues and Insights

                              • How can domestic automakers increase purchase consideration among blacks/African-Americans?
                                • Issues
                                  • Insights
                                    • Getting more blacks/African-Americans into the new and CPO cars they clearly desire
                                      • Issues
                                        • Insights
                                        • Trend Applications

                                            • Trend: Mood to Order
                                              • Trend: Patriot Games
                                                • Mintel Futures: Access Anything, Anywhere
                                                • Marketing Strategies

                                                  • Overview of the brand landscape
                                                    • Brand analysis: Toyota
                                                      • Toyota Green Initiative
                                                        • Figure 10: Toyota Green Initiative, 2013
                                                      • Toyota Avalon, “Only the Name Remains,” 2013
                                                        • Figure 11: Toyota Avalon “Only the Name Remains” TV commercial, 2013
                                                      • Toyota Prius, “Those Who Get It, Get It,” 2013
                                                        • Figure 12: Toyota Prius, “Those Who Get It, Get It,” 2013
                                                      • Brand analysis: Ford
                                                        • Ford Fusion, “A Rose,” 2013
                                                          • Figure 13: Ford Fusion, “A Rose” ad campaign, 2013
                                                        • Ford Escape, “Brand New,” 2012
                                                          • Figure 14: Ford Escape, “Brand New” campaign, 2012
                                                        • Brand analysis: Chrysler
                                                          • Chrysler 300, “Spin It Your Way,” 2008
                                                            • Figure 15: Chrysler 300, “Spin It Your Way,” 2008
                                                          • Chrysler 200 and 300, “Imported from Detroit,” 2011-12
                                                            • Figure 16: Chrysler 200 “Imported from Detroit” Super Bowl ad featuring Eminem, 2011
                                                            • Figure 17: Chrysler 300 “Imported from Detroit” “Good Things” ad featuring Dr. Dre, 2012
                                                            • Figure 18: Chrysler 300 “Imported from Detroit” ad featuring will.i.am, 2012
                                                        • Profile of the Black Consumer, Car Purchase and Ownership

                                                          • Key points
                                                            • Blacks most likely to live in one-person households
                                                              • Figure 19: Household size, by race/Hispanic origin of householder, 2011
                                                            • Blacks own fewer cars
                                                              • Figure 20: Number of cars owned per household, by race/Hispanic origin, March 2013
                                                            • Eight out of 10 blacks own a vehicle
                                                                • Figure 21: Vehicle ownership, by race/Hispanic origin, January 2012-March 2013
                                                              • College-educated Black consumers most likely to see income increase
                                                                • Figure 22: Changes in household income within the last year, by education, October 2012
                                                              • Single households driving lower median income
                                                                  • Figure 23: Median household income, by race and Hispanic origin of householder, 2008 and 2011
                                                                • Black disposable income expected to rise significantly by 2017
                                                                    • Figure 24: Disposable income after taxes, by race/Hispanic origin, 2000-17
                                                                    • Figure 25: Disposable income after taxes, by race/Hispanic origin, 1990-2017
                                                                  • Disposable income concentrated in South and Northeast
                                                                    • Figure 26: Top 10 states/regions with the largest share of black disposable income, 2010
                                                                  • Growth in other areas due to black migration
                                                                    • Figure 27: Top 10 states, by rate of growth of black disposable income, 2000-12
                                                                  • Affluent blacks most prevalent in Northeast
                                                                    • Figure 28: Wealthiest majority-black neighborhoods, 2011
                                                                  • Black respondents have worse credit scores than other racial and ethnic groups
                                                                    • Figure 29: VantageScore groups, by race/Hispanic origin, October 2011-November 2012
                                                                  • One in 10 black respondents pay 0% APR interest on vehicle loan
                                                                    • Figure 30: Interest rates (APR) paid on auto loans, by race/Hispanic origin, March 2013
                                                                  • Black households tend to have the longest financed vehicle loan lengths
                                                                    • Figure 31: Length of total financing (most recently acquired vehicle), by race/Hispanic origin, January 2012-March 2013
                                                                  • Blacks increased spending at higher rates than other consumers for most categories
                                                                      • Figure 32: Average annual expenditures for black CUs, by category, 2003-11
                                                                      • Figure 33: Average annual expenditures of all CUs, by category, 2003-11
                                                                    • Black consumer units significantly lower annual spend on vehicles
                                                                      • Figure 34: Average annual expenditures on cars and trucks, by all CUs and black CUs, 3-year rolling average, 2008-12
                                                                    • Black households spend more than whites on most recently acquired vehicle
                                                                      • Figure 35: Amount spent on latest vehicle purchase, by race/Hispanic origin, October 2011-November 2012
                                                                    • Black households more likely to consider new car than white or Hispanic households when they make their next purchase
                                                                      • Figure 36: Future vehicle purchase: expectation of next car bought new vs. used, by race/Hispanic origin, January 2012-March 2013
                                                                    • More than a third of black respondents plan to buy a car in the next year
                                                                      • Figure 37: Expectation of when next vehicle will be purchased, by race/Hispanic origin, January 2012-March 2013
                                                                  • Vehicle Ownership

                                                                    • Key points
                                                                      • Black households more inclined to own conventional cars
                                                                        • Figure 38: Types of vehicles owned by household, by race/Hispanic origin, January 2012-March 2013
                                                                      • Blacks more likely to buy CPO vehicles
                                                                        • Figure 39: Vehicle ownership, by purchased new, used, CPO; for combined primary and non-primary vehicles in households, by race/Hispanic origin, March 2013
                                                                      • Older household respondents more likely to own a car bought new
                                                                        • Figure 40: Vehicle ownership, by purchased new, used, CPO, by age, May 2013
                                                                      • Households making $50K+ likely to have a car purchased new or CPO
                                                                        • Figure 41: Vehicle ownership, by purchased new, used, CPO, by household income, May 2013
                                                                      • Married households with no young children likeliest to have purchased new car
                                                                        • Figure 42: Vehicle ownership, by purchased new, used, CPO, by marital status and presence of children in household, May 2013
                                                                      • Households with Japanese and Korean brands more likely than those with domestic to have purchased a new car
                                                                        • Figure 43: Vehicle ownership, by purchased new, used, CPO, by domestic, Japanese, or Korean brands owned, May 2013
                                                                    • Car Ownership—Attitudes and Behaviors

                                                                      • Key points
                                                                        • Blacks show more variety in auto club memberships when compared to other races and ethnicities
                                                                          • Figure 44: Auto club company membership, by race/Hispanic origin, January 2012-March 2013
                                                                        • Black men more likely than women to view vehicles as an aspirational purchase
                                                                          • Figure 45: Car ownership and buying, attitudes and behaviors, by gender, May 2013
                                                                        • Those with children more likely to view vehicle as aspirational purchase
                                                                          • Figure 46: Car ownership and buying, attitudes and behaviors, by marital status and presence of children in household, May 2013
                                                                        • Blacks prefer luxury vehicles
                                                                          • Figure 47: Car ownership, attitudes and behaviors, by race/Hispanic origin, January 2012-March 2013
                                                                        • Blacks less enamored of American carmakers
                                                                          • Figure 48: Attitudes about foreign vs. domestic automobiles, by race/Hispanic origin, January 2012-March 2013
                                                                        • Blacks less inclined to enjoy driving when compared to other races/ethnicities
                                                                          • Figure 49: car ownership and driving, attitudes and behaviors, by race/Hispanic origin, January 2012-March 2013
                                                                        • Blacks take an environmental stance toward their automobiles
                                                                          • Figure 50: Attitudes and opinions about the environment, by race/Hispanic origin, January 2012-March 2013
                                                                      • Vehicle Purchasing Attributes and Preferences

                                                                        • Key points
                                                                          • Blacks diverge on purchasing behavior compared to other races/ethnicities
                                                                            • Figure 51: Attitudes toward buying and financing vehicles, by race/Hispanic origin, March 2013
                                                                          • Blacks more interested in “forgiveness” loan perks
                                                                            • Figure 52: Loan and leasing incentives and features of most interest when purchasing next vehicle, by race/Hispanic origin, March 2013
                                                                          • Low monthly payment most important deciding factor
                                                                            • Figure 53: Important factors when deciding where to purchase most recent vehicle, by household income, May 2013
                                                                          • Married blacks focus more on previous experience with vehicle brand/model
                                                                            • Figure 54: Important factors when deciding where to purchase most recent vehicle, by marital status and presence of children in household, May 2013
                                                                        • Brand Purchasing Behavior and Brand Awareness

                                                                          • Key points
                                                                            • Blacks show stronger consideration for Toyota, Honda, and Nissan than for domestic brand vehicles
                                                                              • Figure 55: Auto brand ownership and intention to buy, May 2013
                                                                            • Wealthier households more likely to own Toyota and Ford brand vehicles
                                                                              • Figure 56: Auto brands currently owned, by household income, May 2013
                                                                            • Toyota, Nissan, Honda, GMC, and Ford more likely to be owned by married households
                                                                              • Figure 57: Auto brands currently owned, by marital status and presence of children in household, May 2013
                                                                            • Households with a new vehicle more likely to own Toyota, Honda
                                                                              • Figure 58: Auto brands currently owned, by ownership of a new, used, or CPO vehicle, May 2013
                                                                            • Men more likely than women to intend to buy a domestic brand vehicle
                                                                              • Figure 59: Auto brands intending to buy, by gender, May 2013
                                                                            • Those aged 18-44 more likely to favor Japanese brand vehicles
                                                                              • Figure 60: Auto brands intending to buy, by age, May 2013
                                                                            • Consideration of a major car brand has little relationship to income
                                                                              • Figure 61: Auto brands intending to buy, by household income, May 2013
                                                                          • Perceptions of Major Auto Brands

                                                                            • Key points
                                                                              • Domestic brands significantly more likely to be perceived as involved in the black community
                                                                                • Figure 62: Perceptions of major auto brands, May 2013 (part 1)
                                                                                • Figure 63: Perceptions of major auto brands, May 2013 (part 2)
                                                                              • Strong perception differences between young and old black men when it comes to who’s environmental friendly
                                                                                • Figure 64: Perceptions of major auto brands as environmentally friendly, by gender and age, May 2013
                                                                              • Toyota, Honda viewed as good value for the money, particularly among young and middle-aged men and women
                                                                                • Figure 65: Perceptions of major auto brands as value for money, by gender and age, May 2013
                                                                              • Most black gender/age groups perceive Japanese brands as reliable
                                                                                • Figure 66: Perceptions of major auto brands as reliable, by gender and age, May 2013
                                                                              • Domestic brands significantly more likely to be perceived as involved in the black community
                                                                                • Figure 67: Perceptions of major auto brands as advertising to or involved in the black community, by gender and age, May 2013
                                                                            • Interest in Features Included When Purchasing Next Vehicle

                                                                              • Key points
                                                                                • Black car buyers most influenced by safety ratings and acceleration
                                                                                  • Figure 68: Interest in features included when purchasing next vehicle, May 2013
                                                                                • Women more interested in safety features
                                                                                  • Figure 69: Interest in features included when purchasing next vehicle, by gender—(any influential), May 2013
                                                                                • Younger respondents more interested in vehicle connectivity and alternative powertrains
                                                                                  • Figure 70: Interest in features included when purchasing next vehicle, by age—(any influential), May 2013
                                                                                • Respondents owning CPO vehicles show higher levels of interest for alternative powered vehicles
                                                                                  • Figure 71: Interest in features included when purchasing next vehicle, by vehicle purchased new, used, CPO—(any influential), May 2013
                                                                              • U.S. Black Population

                                                                                • Key points
                                                                                  • U.S. population by race/Hispanic origin
                                                                                    • Figure 72: Population, by race/Hispanic origin, 2008-18
                                                                                    • Figure 73: Population, by race/Hispanic origin, 1970-2020
                                                                                    • Figure 74: Asian, Black, and Hispanic populations, 1970-2020
                                                                                  • Age
                                                                                    • Generations by race
                                                                                      • Figure 75: U.S. population by race, and by generation, 2011
                                                                                    • Black population by age
                                                                                      • Figure 76: U.S. Black population, by age, 2008-18
                                                                                      • Figure 77: U.S. population, by age, 2008-18
                                                                                    • U.S. Black geographic concentration
                                                                                      • Figure 78: Black geographic concentration, by region, 2007
                                                                                    • Black population by state
                                                                                      • Figure 79: States with largest black population, 2011
                                                                                      • Figure 80: States with largest black population, by distribution, 2008
                                                                                    • Population by geographic concentration
                                                                                      • Figure 81: States (including District of Columbia) ranked with the highest share of black residents, 2011
                                                                                    • Black metro areas
                                                                                      • Figure 82: Metropolitan status of black households, 2006 and 2011
                                                                                      • Figure 83: Top 10 metropolitan areas with the largest number of black residents, 2010
                                                                                    • Urbanization cuts into automobile dependency
                                                                                      • Figure 84: Most often form of transit used for work commute, by urban/suburban/rural area, 2009
                                                                                      • Figure 85: Miles driven, by urban/suburban/rural area, 2009
                                                                                    • Black households
                                                                                      • Figure 86: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
                                                                                      • Figure 87: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                                                                      • Figure 88: Marital status, by race and Hispanic origin, 2011
                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                    • Brand purchasing behavior and brand awareness
                                                                                      • Figure 89: Auto brands currently owned, by age, May 2013
                                                                                      • Figure 90: Auto brands currently owned, by domestic, Japanese, or Korean brands owned, May 2013
                                                                                      • Figure 91: Auto brands not intending to buy, by gender, May 2013
                                                                                      • Figure 92: Auto brand brands not intending to buy, by age, May 2013
                                                                                      • Figure 93: Auto brands intending to buy, by opinions on the economy, financial future of black Americans and financial discrimination against black Americans, May 2013
                                                                                    • Interest in features included when purchasing next vehicle
                                                                                      • Figure 94: Important factors when deciding where to purchase most recent vehicle, by gender, May 2013
                                                                                  • Appendix – Trade Associations

                                                                                    About the report

                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                    • The Consumer

                                                                                      What They Want. Why They Want It.

                                                                                    • The Competitors

                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                    • The Market

                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                    • The Innovations

                                                                                      New Ideas. New Products. New Potential.

                                                                                    • The Opportunities

                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                    • The Trends

                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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