Market Trends: Hispanic Americans and the Automobile Industry

TABLE OF CONTENTS

Chapter 1: Executive Summary

Chapter 2: The Hispanic Market - A Brief Demographic Profile

• 15% of the US Population will be of Hispanic Origin by 2007
• Over Four in Five Hispanics Live in Just 10 States
• Yet Other States are Growing Rapidly
• Table 2-1: States with Largest Hispanic Population: 2000 (in thousands)
• Table 2-2: Five States with Fastest Growth in Hispanic Population: 1990 to 2000
• Top Hispanic Markets
• Figure 2-1: Top Hispanic Markets: 2002

• Household Types
• Table 2-3: Household Types in Hispanic and Non-Hispanic Households: 2000
• Household Size
• Hispanics by U.S. Generation
• Table 2-4: U.S. Hispanics: First, Second and Third+ Generation

• Hispanics Trace Origins to a Diverse Group of Countries
• Figure 2-2: U.S. Hispanics by Country of Origin, 2002
• Household Size by Hispanic Origin
• Hispanic Origin By Region

• Buying Power in the Hispanic Market
• Table 2-5: 10 States with Largest Share of Hispanic Buying Power
• Employment, Occupation, and Size of Working Hispanic Population Income
• Figure 2-3: Percent of Full-Time, Year-Round Workers with Annual Income $35,000 or More, by Hispanic Origin: 2002 Educational Attainment
• Table 2-6: Percent of Adults Ages 25+ with Completed High School Education or Better Latino Immigrants
• Table 2-7: Percent of Adults Ages 25+ with at Least a High School Education
• Table 2-8: Completed Education of Adult Central and South American Immigrants by Country of Birth, 2000

Chapter 3: Automobile Purchases, Ownership, and Attitudes Among Hispanics

• Vehicle Ownership
• Figure 3-1: Percentages of Hispanics/General Population Owning/Not Owning a Vehicle
• Figure 3-2: Percentages of Hispanics/General Population Owning SUVs and Vans
• Brand Preferences
• Table 3-1: Top Auto Brands Owned by Hispanic Adults 18+
• Table 3-2: New Auto Models Hispanics Plan to Buy Next Year
• Import vs. Domestic Cars
• Popularity of Japanese Brands
• Figure 3-3: Purchases of Used Japanese Cars, By Brand, Hispanic vs. General Market
• Auto-Related Retail Shopping
• Table 3-3: Shopping in Automotive Retailers in the Past 12 Months: General Market and Hispanic Consumers
• Love for Own Car
• Driving for Family vs. Self-Satisfaction
• Figure 3-4: Percentage of Drivers Who Drive Alone, Hispanic vs. General Market

• New vs. Used Vehicles
• Aspirations for New Car Purchases
• Figure 3-5: Percentage of Consumers Who “Normally Buy Cars Brand New,�Eby Hispanic/General Market and Men/Women

• Table 3-4: Features Included in New Vehicle Purchases: General and Hispanic Consumers

• Table 3-5: Distribution of vehicles acquired new by Hispanics, by Census Region, 2002.
• Income and Purchases of New Models
• New Vehicle Purchasing Experience
• Price to be Paid in Next Vehicle Purchase
• Figure 3-5: Percentage of Consumers Who Plan to Spend Less Than $20,000 on Next Car, by Ethnicity/Race

• Figure 3-6: Consumers Who Normally Buy New Cars, Hispanic vs. General Market

Purchase Finance Methods

• Table 3-6: Distribution of Manufacturer-Provided Loans for Newly Bought Vehicles by Hispanics
• Table 3-7: Finance Method for Most Recently Acquired New Car, by Gender within Hispanic Consumers
• Table 3-8: Auto Manufacturer Loans to Hispanics, by Age Group
• Table 3-9: Distribution of Manufacturer-Provided loans for new cars, by Census Region, 2002
• Who Purchases New Cars?
• Table 3-10: New Car Purchases of 2002 Model Years, Age Distribution within Hispanic Consumers
• Table 3-11: Most Recently Acquired Car Was New, Age Distribution within Hispanic Consumers
• Automobiles Should Catch Attention
• Luxury

Chapter 4: Reaching the Hispanic Market

• General Motors Corporation to Focus on Hispanic and Other Ethnic Markets
• Ford Motor Company and Chrysler Corporation also Target the Hispanic Market
• Individual Dealers Target the Hispanic Consumer Via the Internet
• Use of Hispanic Celebrities in Targeting Hispanic Market

• Internal Processes Paving the Way for More Effective Marketing
• Upper Management Involvement in General Motors to Target Latino Consumers
• Advertising Spending
• The Ford Approach in the Hispanic Market

• Table 4-1: Information Sources for New Vehicle Purchases: General Market and Hispanic Market Consumers
• Figure 4-1: Information Sources for New Vehicle Purchases: Hispanic Market Consumers
• Table 4-2: Information Sources for Pre-owned Vehicle Purchases: General Market and Hispanic Market Consumers
• Figure 4-2: Information Sources for Pre-owned Vehicle Purchases: Hispanic Market Consumers
• Table 4-3: Information Sources for Hispanic New Car Buyers, by Gender

• Table 4-5: Internet Sites for Top New Auto Brands in the Hispanic Market

Chapter 5: 2003 Automobile Marketing Efforts

• Honda
• Jeep
• Dodge
• Nissan
• Chrysler
• Ford
• Pontiac
• Mazda
• Toyota
• BMW