Why Are African Americans Five Times More Likely to Purchase a Chrysler 300 Than...
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Why Are African Americans Five Times More Likely to Purchase a Chrysler 300 Than Other Ethnic Groups? ''It's in their vehicle DNA,'' says Strategic Vision SAN DIEGO--(Business Wire)--"Driver's desires, needs and attribute priorities are called the customer's vehicle DNA," according to Alexander Edwards, Strategic Vision President of Automotive. "When you understand the emotional payoff delivered by each vehicle attribute measured against the customer's vehicle DNA, you will know why an African American views the Chrysler 300 as a vehicle of choice while an Asian American chooses an Acura MDX or BMW 3-Series (accounting for price). This understanding can provide automotive manufacturers with the knowledge of how to create the right product and communicate the right messages that will sell more vehicles, build brand equity, increase customer advocacy and develop future loyalty and retention." Everyone wants a great deal on a quality vehicle that meets his or her needs and desires (e.g. affordable with great styling, performance and innovation). However, according to Dr. Darrel Edwards, CEO and Founder of Strategic Vision, "Attitudes, images and personal values ranging from desired security and trust to displaying one's individuality and success are distinctive in that they differ in the strength or magnitude of their importance among ethnic groups. When the essences of these values are accurately addressed in product, communication and dealership, the best opportunity to capture shopping and purchasing interests and priorities becomes available." Differences that clearly stand out with African Americans are greater desires for success and the ability to show it. African Americans are much more likely to advocate vehicles that express their individuality and success to family and friends. Latinos have a greater concern for the impact on the environment while also exhibiting a greater desire to experience exhilarating driving and performance than others. Asian Americans have stronger demands for a balanced, complete vehicle performance and style that matches their lives. "Understanding the hearts and minds of the ethnic buyer is relevant for the entire automotive industry as the likes and preferences of African Americans, Asian Americans and Latinos are more likely to shape opinions in the US," reports Christopher Chaney, Director of Special Projects for Strategic Vision. "For example, the true or pure innovators (sometimes called early adopters) - those whose reactions usually best predict the success of new and innovative ideas and products - are more likely to be African Americans (11%) and Latinos (13%) while only 6.5% of Caucasians and Asians see themselves as true innovators." So what is the essence of the images that the ethnic profiles of the African American, Hispanic and Asian communities are looking for? When examining Strategic Vision's New Vehicle Experience Study (NVES(TM)) some trends become clear. African Americans are attracted to vehicles that are Powerful and Classy (e.g. Chrysler 300). Hispanic buyers look for Aggressive and Powerful, but Confident and Protective vehicles (e.g. Kia Sedona). Asian buyers, looking for the "complete" package, choose vehicles that are Pleasant yet Powerful, Easy Going yet Protective - all with modern design and technology (e.g. Acura MDX). -0- *T Top Characteristics of New Vehicle Purchased By... African American Buyers Top Characteristics Col% (a) Index (b) Cute 23% 266 (c) Leader 18% 190 Aggressive 13% 158 Bold 16% 156 Honest 15% 150 Powerful 35% 145 (c) Energetic 21% 140 (c) Easy going 19% 138 Classy 36% 132 (c) Hispanic Buyers Top Characteristics Col% (a) Index (b) Aggressive 21% 250 (c) Carefree 13% 167 Leader 15% 162 Powerful 37% 154 (c) Bold 14% 137 Easy going 19% 134 Competitive 13% 134 Confident 29% 130 (c) Protective 27% 121 (c) Asian Buyers Top Characteristics Col% (a) Index (b) Athletic 17% 272 Pleasant 35% 236 (c) Easy going 31% 221 (c) Helpful 19% 187 Cute 12% 138 Powerful 32% 133 (c) Protective 27% 122 (c) Aggressive 10% 120 Modern 33% 119 (c) (a) Col % is what percent reported their vehicle having this characteristic (e.g. 23% of all African Americans reported they purchased a Cute vehicle). (b) Index score is magnitude of ethnic representation (e.g. African Americans are almost 2x likely to purchase a vehicle with Leadership (Index 190) imagery). (c) Characteristics that signify a strong attraction for vehicles with this ethnic group. *T How do the various manufacturers rate in meeting the desires of the ethnic communities? One rating used throughout the industry is Strategic Vision's Total Quality Index (TQI). TQI captures the more complete experience buyers have with his or her vehicle including rational and emotional connection. TQI calculates the owners' responses to product weighted by the overall emotional response that the experience creates and transforms the responses to a 1000 point scale for comparisons. Following is an array of TQI scores for luxury and non-luxury brands that were leaders for the various ethnic communities in 2007: -0- *T 2007 Strongest Brands Among Minority New Vehicle Buyers (a) African American Buyers Luxury Brand/Model TQI Lexus 938 Mercedes-Benz 918 Infiniti 913 Infiniti FX 952 Mercedes R-Class Wagon 942 Chrysler 300C 941 Standard Brand/Model TQI Honda 895 Ford 889 Chevrolet 889 Chrysler PT Cruiser 929 VW Passat 912 Ford Fusion 906 Hispanic Buyers Luxury Brand/Model TQI Mercedes-Benz 922 BMW 918 Acura 911 Mercedes E-Class 955 Infiniti G35 Sedan 940 BMW 3-Series Coupe 933 Standard Brand/Model TQI Scion 902 Pontiac 896 Saturn 895 Kia Sedona 924 Scion xB 920 Ford Expedition 920 Asian Buyers Luxury Brand/Model TQI Mercedes-Benz 909 Audi 909 BMW 906 Mercedes GL-Class 931 BMW 3-Series Coupe 925 BMW X5 920 Standard Brand/Model TQI Hyundai 871 Honda 865 Ford 858 Mazda3 Hatchback 907 Hyundai Sonata 902 Honda Civic 896 (a) TQI scores listed were for each group where adequate sample was available for 2006-2007. *T Once personal priorities and vehicle/brand perceptions of the new vehicle customer are understood, it becomes clearer why those of differing ethnicities purchase the brands and models they do. For example: for African Americans the Chrysler 300 matches their desired imagery of being Powerful and Classy. The Chrysler 300 is also one of the highest TQI rated vehicles for African Americans and therefore, it should be no mystery as to why 2% of all vehicles sold to African Americans are Chrysler 300s. In short, if you understand customer values and provide a vehicle that delivers the right product and message, you will sell more vehicles. -0- *T Top Brands And Models Sold To Minority New Vehicle Buyers (1) African American Buyers Top Brands Volume %Index Nissan 13% 201 (c) Toyota 13% 83 Chevrolet 10% 89 Ford 8% 72 Honda 6% 58 Dodge 6% 109 Chrysler 5% 205 (c) Mercedes 3% 173 (c) Hyundai 3% 102 Kia 3% 189 (c) Top Models Volume %Index Nissan Altima 4% 221 (c) Toyota Corolla 3% 127 Nissan Sentra 2% 315 (c) Ford F-Series (F-150) 2% 84 Toyota Camry 2% 102 Chrysler 300 2% 504 (c) Honda Accord Sedan 2% 69 Honda Civic 2% 62 Suzuki Forenza 1% 591 (c) Chev. Silverado 1500 1% 67 Dodge Charger 1% 273 (c) Dodge Ram 1500 1% 85 Hispanic Buyers Top Brands Volume %Index Toyota 15% 95 Chevrolet 11% 97 Ford 11% 102 Nissan 11% 164 (c) Honda 10% 94 Dodge 5% 91 Jeep 3% 110 Hyundai 3% 101 Volkswagen 3% 153 (c) BMW 3% 121 Top Models Volume %Index Ford F-Series (F-150) 4% 127 Toyota Corolla 3% 116 Chev. Silverado 1500 3% 128 Honda Civic 2% 99 Honda Accord Sedan 2% 93 Nissan Altima 2% 131 Toyota Tacoma 2% 146 Toyota Camry 2% 76 Dodge Ram 1500 2% 114 Chevrolet Tahoe 2% 167 (c) Nissan Sentra 2% 195 (c) Honda CR-V 1% 93 Asian Buyers Top Brands Volume %Index Toyota 27% 172 (c) Honda 22% 200 (c) Nissan 6% 96 BMW 5% 241 (c) Mercedes 5% 265 (c) Lexus 4% 189 (c) Acura 4% 236 (c) Ford 3% 29 Hyundai 2% 85 Mazda 2% 129 Top Models Volume %Index Toyota Camry 6% 275 (c) Honda Civic 6% 231 (c) Toyota Corolla 6% 235 (c) Honda Accord Sedan 5% 181 (c) Honda Odyssey 3% 242 (c) Honda CR-V 3% 217 (c) Toyota Sienna 3% 443 (c) Honda Pilot 2% 191 (c) BMW 3-Series 2% 299 (c) Nissan Altima 2% 105 Toyota RAV4 2% 150 (c) Acura MDX 1% 307 (c) (a) Volume % is market share of each ethnic group (e.g. 13% of all African Americans purchase a Nissan brand). (b) Index score shows ethnic representation within brand (e.g. with index of 201, Nissan has 2x as many African Americans as found in macro population). (c) Brands/models that signify a strong attraction to this ethnic group. *T The purchase behaviors of new vehicle buyers are directly influenced by the ability of the manufacturer and dealer to satisfy their needs and desires. Those who understand the essence of cross-cultural and cultural distinction will be the ones to lead the automotive industry among the innovative and early adopters. Also, it is through understanding the desired and chosen imagery connected to personal values that correct messages increase sales, higher advocacy, better retention and greater customer loyalty. Strategic Vision is part of StrategicVision Worldwide, a research-based consultancy with thirty-five years of experience in understanding the consumers' and constituents' decision-making systems for a variety of clients, including most automotive manufacturers, American Airlines, Procter & Gamble and Coca-Cola. Its unique expertise is in identifying individuals', groups' and societies' comprehensive motivational hierarchies, including the descriptive attributes, personal consequences associated with experiences, the values and emotions that establish priorities and set motivation, and the personal images that reveal meaning. ValueCentered(R) psychology and methods were defined by Dr. Darrel Edwards in 1968. For further information, contact Alexander Edwards, President Automotive; Christopher Chaney, Director of Special Projects; Susan Johnson, President of Strategic Vision; or Dr. Darrel Edwards, CEO at (858) 576-7141; or visit www.strategicvision.com. Strategic Vision Alexander Edwards, President Automotive Christopher Chaney, Director of Special Projects Susan Johnson, President Dr. Darrel Edwards, CEO 858-576-7141 www.strategicvision.com Copyright Business Wire 2008
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