Vehicle Shopping Preferences among African, Asian and Hispanic Americans.

The AutoVIBES Ethnicity series of reports from online vehicle market research Harris Interactive and Kelley Blue Book Marketing Research, providing significant insight into the diverse vehicle shopping preferences among three different ethnic groups: African, Asian and Hispanic Americans. The information in each report is compiled from interviews with more than 20,000 in-market vehicle shoppers during 2005 who are within 12 months of purchasing or leasing a new vehicle, and provides detailed data and analysis regarding a variety of purchase consideration factors.

“The AutoVIBES Ethnicity report series provides invaluable information for automotive marketers by showing a complete picture of the influences and issues affecting different ethnic groups,” said Rick Wainschel, vice president of marketing research and brand communications for Kelley Blue Book. “Armed with the comprehensive knowledge contained in these reports, manufacturers will better understand the dynamic factors behind vehicle purchase decisions among different ethnic backgrounds, and communications teams will be able to more specifically tailor future messaging and advertising to effectively reach desired target audiences.”

Study Findings:

Several differences can be found between different ethnic groups when it comes to vehicle shopping. According to the 2006 study, African American vehicle shoppers find low monthly payments as most appealing, while Asian and Hispanic Americans see low finance rates as their most appealing incentive option.

When it comes to hybrid vehicles, the most likely group to consider a vehicle in this category are Asian Americans (80 percent) while only 66 percent of African Americans are open to considering a hybrid.

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