1. Selling to the Hispanic Market: The Dealership’s Fastest Growing Demographic
Mark Williams | Kelley Blue Book | Sr. Market Intelligence Analyst |

2. Hispanics Have High Consideration For Japanese Brands
Hispanic more likely to consider Japanese brands than Caucasians and African Americans
Less likely to consider domestic brands than Caucasians, but more than Asians
Hispanics shoppers are very similar to Asian shoppers in respect to Domestic and Japanese brands
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = significant at 90%

3. Hispanics Consider Import Brands When Looking At Non-Luxury Vehicles
27% Ford
34% Toyota
23% Nissan
26% Chevrolet
31% Honda
BrandWatch Q1 & Q Hispanics, N = 293

4. Toyota Has The Highest Consideration Among Hispanics
BrandWatch Q1 & Q Hispanics, N = 293

5. When Considering A Luxury Brand, Hispanics Favor Imports
Audi – 6%
Acura – 8%
BMW – 9%
Lexus – 6%
Luxury consideration among Hispanics is very low.
BrandWatch Q1 & Q Hispanics, N = 293

6. Hispanics Consider BMW More Than Other Luxury Brands
BrandWatch Q1 & Q Hispanics, N = 293

7. Hispanics Are Willing To Spend The Least On A New Car, However, They Are Willing To Have A High Monthly Payment
BrandWatch Q1 & Q Hispanics, N = 253, Caucasian N = 4282, African American N = 213, Asian N = 106

8. Hispanics Want Cars That Are Practical
Asians
Durability/Reliability
Safety
Affordability
Fuel Efficiency
Driving Performance
Caucasians
1. Durability/Reliability
2. Safety
3. Fuel Efficiency
4. Driving Comfort
5. Driving Performance
Durability/Reliability
Safety
Driving Comfort
Driving Performance
Affordability
Importance factors
African Americans
Durability/Reliability
Safety
Affordability
Driving Performance
Driving Comfort
BrandWatch Q1 & Q Hispanics, N = 246, Caucasian N = 4247, African American N = 204, Asian N = 98

9. Segment Consideration
More segment differences seen when there are more groups
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = significant at 90%

10. Top 3 Segments Hispanics Will Consider
47%
44%*
18%*
Both gender equally likely to consider Non-Lux Sedan
Hispanic females more likely to choose Non-Lux Utility Vehicle
Hispanic males more likely to consider Pickup
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = *=significant at 90%

11. Hispanic Males More Likely to Consider Non-Lux Coupe Than Non-Hispanic Males
Hispanics significantly rated all the factors higher than Non Hispanics, specifically driving performance, durability/reliability, reputation, technology, and exterior were the top 5 factors
Hispanic males like their muscle cars!
Top 5 Coupe Models
Ford Mustang (4%)*
Chevrolet Camaro (3%)*
Honda Accord Coupe (3%)*
Dodge Challenger (3%)*
Honda Civic Coupe (2%)*
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = *=significant at 90%

12. Hispanics Favors the Corolla Within the Compact Sedan Segment
Hispanics likely to consider Toyota Corolla, Honda Civic Sedan, Ford Focus, Volkswagen Jetta Sedan, and Nissan Sentra.
Toyota Corolla (6%)*
Honda Civic (5%)*
Nissan Sentra(2%)*
Ford Focus (3%)
VW Jetta(3%)*
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = *=significant at 90%

13. Hispanics Favors the Honda Accord Within the Midsize Sedan Segment
Hispanics likely to consider Honda Accord, Toyota Camry, Nissan Altima, Ford Fusion, Audi A4, Chevrolet Impala, Kia Optima within midsize sedan segment
Hispanics significantly consider the Accord, Altima, and A4 over Non Hispanics
Honda Accord (9%)*
Toyota Camry (6%)
Nissan Altima(4%)
Ford Fusion (4%)
Audi A4 (3%)*
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = *=significant at 90%

14. Hispanics Flock To Non-Luxury Midsize Sedans
6% consideration
9% consideration
Hispanics are mainly considering the Honda Accord and Toyota Camry.
They are value shoppers.
Value brands (Mazda, Hyundai, and Kia) need to market more towards Hispanics to gain their loyalty.
Play up importance factors (durability, safety, affordability).
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = 4931

15. With Proper Brand Education, Hispanics Can Get Into Luxury Models
Non-Luxury Midsize Sedans
Luxury Midsize Sedans
Honda Accord: 9% consideration
Acura ILX: 0.3% consideration
MSRP: $27,795
MSRP: $23,545
For the same price, I can own a Buick Verano!
Toyota Camry: 9% consideration
Buick Verano: 0% Consideration
MSRP: $23,250
MSRP: $24,625
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = 4931

16. Hispanics Most Likely to Consider a Non-Luxury Sedan When Purchasing a Vehicle
Hispanics rated reputation, fuel efficiency, driving performance, interior layout, prestige/sophistication, and ruggedness higher than Non Hispanic
A new car is perceived to be prestigious and have good driving performance
When given a sedan to rate, Hispanics rated reputation higher than Non Hispanics; this may be due to the strong models within this segment (i.e. Toyota Camry, Honda Accord)
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = significant at 90%

17. Few Hispanics Are Considering Small CUVs
Honda CR-V (5%)
-Hispanics are less likely to consider the Ford Escape when compared to other small CUVs.
Toyota RAV4 (3%)
Ford Escape (3%)*
Nissan Rogue (3%)
Educating Hispanics on CUVs can increase their purchases in this segment.
CUVs are within Hispanics price range!
Not much more expensive than a midsize sedan.
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = * = significant at 90%

18. The Jeep Grand Cherokee and Kia Sorento Have The Highest Consideration Among Hispanics For Midsize CUVs
Jeep Grand Cherokee (4%)
Honda Pilot (3%)
Kia Sorento (4%)*
Toyota Highlander(3%)
Ford Explorer(3%)
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = * = significant at 90%

19. Non Luxury Utility Vehicle
Hispanics rated durability/reliability, safety, reputation, driving performance, and driving comfort significantly higher than Non Hispanics
Among the mid-sized utility vehicles, Hispanics likely to consider the Jeep Grand Cherokee, Kia Sorento, Honda Pilot, Toyota Highlander, Ford Explorer, and Dodge Durango
Hispanics more likely to choose the Kia Sorento than Non Hispanic
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = significant at 90%

20. Pickup Consideration
If considering a small sized pickup, likely to consider a Toyota Tacoma or Nissan Frontier
Hispanics (3%) more likely to consider a Frontier than Non Hispanics (1%)
If considering a full sized pickup, likely to choose the Chevrolet Silverado 1500 or Ford F150
Ram and GMC are high in familiarity, but low in consideration; this may be due to brand reputation or lack of marketing to the Hispanic market.
Hispanics (1%) are less likely to consider the GMC Sierra 1500 than Non Hispanics (3%)
Hispanics rated affordability and fuel efficiency higher than Non Hispanics
Exterior styling, driving performance, driving comfort, durability/reliability, and ruggedness were the top 5 highest rated factors
Toyota Tacoma (4%)
Nissan Frontier (3%)*
Silverado F1500 (6%)*
Ford F150 (5%)
BrandWatch Q1 & Q Hispanics, N = 293. Non-Hispanics, N = * = significant at 90%

21. Brands Doing a Good Job Reaching Hispanic Consumers
High consideration and familiarity among Hispanics
Targeted marketing by these companies in Spanish via social media, such as Facebook, Twitter, Instagram
Ford en Espanol
Toyota Latino
Nissan Espanol

22. With More Targeted Marketing, These Brands Can Reach More Hispanic Consumers
Moderate consideration and familiarity
Hispanics may need to be educated with the different models within these brands for increased consideration
Many of these vehicles are within the price range that they would consider
Play up factors such as durability/reliability, safety, and affordability in these vehicles
Some of these companies have targeted marketing towards Hispanics
Hyundai Espana
Kia Optima Spanish Commercial
Hispanics are considering some models significantly more than Non Hispanics
Kia Sorento, Hyundai Accent

23. Missing the Hispanic Target
Moderate to high familiarity, but low consideration
The Ram 1500 has the highest familiarity among Hispanics, yet it has only 1% consideration
Need more marketing towards Hispanic audience
Hispanics should be considering value brands like Buick, Scion,
Hispanics significantly familiar with the Scion xD, Chrysler 300, Acura TSX

24. Missing the Hispanic Target
Moderate to high familiarity, but low consideration
The Ram 1500 has the highest familiarity among Hispanics, yet it has only 1% consideration
Need more marketing towards Hispanic audience

25. Mark Williams
Kelley Blue Book
Sr. Market Intelligence Analyst