Nissan, Ford, Toyota Resonate With Minorities, Survey Suggests

The Nissan Altima holds the greatest appeal for African-American consumers, while Hispanics desire the Ford F-Series pickup and buyers of Asian descent prefer the Toyota Camry.

So says a study by Strategic Vision, a San Diego-based consultancy which tracks buying patterns and brand loyalty.

All car-buyers share the same lifestyle aspirations, such as having fun or expressing individuality. And these hopes will often, but not always, manifest themselves in a vehicle choice, Strategic Vision President Alexander Edwards says.

But for particular ethnic groups, there are additional aspirations that have varying degrees of importance. These are labeled “super values” in Strategic Vision’s New Vehicle Experience Study, which was gleaned from nearly 870,000 survey responses.

And they include feelings such as security, freedom and esteem.

Minority communities “clearly show a distinctive emotional profile on key aspects of the ‘super values,’” says the study, released Wednesday, which delves into the notion that a vehicle is an extension of its buyer.

Nissan Altima rates highest with African-American buyers.

A life of refinement is the most sought-after value for African-American consumers, while Asian-Americans and Hispanic-Americans, respectively, favor prestige and a sense of power.

This is reflected in their luxury brand preferences, the study suggests; African-American consumers favor Lexus, Hispanic-Americans fancy BMW and Asian-Americans lean toward Mercedes-Benz.

Overall, however, the Altima is tops among African-Americans because “Nissan is a brand whose communications speak strongly to the principles of freedom and individuality” – two highly coveted super values, the study says.

“Combined with the right price point and incentives, the African-American community has in the past and continues today to purchase more Nissan vehicles than any other brand.”

But Strategic Vision says a rival is emerging, noting Chrysler vehicles are “rated highly” – especially the auto maker’s LX-platform cars such as the Chrysler 300, 300C and Dodge Charger.

Chrysler has recognized this trend as an opportunity to improve sales, so it has joined wholeheartedly a growing industry movement of tailoring ads for various ethnic groups. Last year’s launch of the Dodge Nitro SUV featured ads aimed at African-Americans, as well as three distinct Asian groups – Mandarin, Korean and Hindi.

Chrysler even shot separate TV spots in each of those languages, and with three different casts.

“The Hispanic community chooses Toyota or a big Ford truck,” the study adds. “Are their choices revealed in their values and desires? They stand out as asking for power/empowerment.”

Generally speaking, Asian-Americans are fun-seekers, Edwards says. They are four times more likely to be involved in activities such sports such as tennis, snowboarding or clubbing.

So, why do they prefer the Camry?

“They’re looking for fun in other places,” Edwards tells Ward’s, claiming their tastes are too advanced for the industry.

“The Asian-Americans have not been given a consistently high-volume vehicle that they consider to be fun.”

In the end, however, sales today are achieved if vehicles afford opportunities for personalization.

“The purchase behaviors of new vehicle buyers are directly influenced by the ability of the manufacturer and dealer to satisfy their needs and desires,” Strategic Vision says. “The ability to add personal touches to your vehicle that customizes it to be your own is rewarding. Manufacturers need to be clearly aware what they can do to engender pride in ownership, while making allowance for the buyers to express their individuality.”

[email protected]