Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and Terms
- Abbreviations
- Terms
Executive Summary
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- Profile and demographics
- Hispanics: among the fastest-growing population segments in the U.S.
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- Figure 1: Population, by race/Hispanic origin, 2008-18
- Hispanics mostly reside in parts of the U.S. where domestic automakers are less competitive
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- Figure 2: Auto brand purchase behavior, by brand ever owned, April 2013
- Car ownership and buying
- More Hispanics own subcompact or compact cars compared with any other vehicle segment
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- Figure 3: Vehicle ownership (any owned/financed/leased), by vehicle class, April 2013
- Hispanic less likely to purchase vehicles through regular sales channels
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- Figure 4: Hispanic vehicle ownership, by purchased new, used, CPO or private, by age, April 2013
- Hispanics spend approximately $17,400 on last car purchase
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- Figure 5: Amount spent on vehicle purchase, most recently acquired (by new, used, or leased) vehicle, October 2011-November 2012
- One quarter of Hispanic households expect to buy a car within the next year
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- Figure 6: Expectation of when next vehicle will be purchased, by Hispanic origin, October 2011-November 2012
- 42% of Hispanics plan on purchasing a new car next time they buy
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- Figure 7: Future vehicle purchase: expectation of next car bought new vs. used, by Hispanic origin, October 2011-November 2012
- One third of Hispanics expect to purchase same automotive brand as before
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- Figure 8: Attitudes toward automotive dealerships, April 2013
- Attitudes to car buying and the purchase process
- Hispanic men more concerned than women about Spanish-language promotions at car dealerships and on automotive websites
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- Figure 9: Attitudes toward automotive dealerships, by gender, April 2013
- Three fourths of Hispanic households go to friends and family for advice
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- Figure 10: Information sources likely used when car shopping, April 2013
- Hispanics harbor poor perceptions of American car manufacturers
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- Figure 11: Attitudes/opinions about automobiles, Hispanic vs. non-Hispanic, October 2011-November 2012
- What we think
Issues and Insights
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- Hispanic car buyers are staying out of the mainstream market by going private
- The issues
- The implications
- Hispanic consumers shy away from domestic auto brands
- The issues
- The implications
Trend Applications
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- Trend: Prove it
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- Figure 12: Attitudes toward automotive dealerships, by age, April 2013
- Trend: Why buy
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- Figure 13: Whether the vehicle in household is bought new, used, or leased, by Hispanic origin, October 2011-November 2012
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- Figure 14: Future vehicle purchase: expectation of next car bought new vs. used, by Hispanic origin, October 2011-November 2012
- Mintel Futures: Generation Next
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- Figure 15: Share of population by generations—Hispanics vs. non-Hispanics, 2011
Profile of the Hispanic Car Buyer
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- Key points
- Hispanic population
- Hispanics: among the fastest-growing population segments in the U.S.
- Hispanics are overwhelming young
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- Figure 16: Generation profile, Hispanics versus non-Hispanics, 2011
- Hispanic households larger than non-Hispanic households
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- Figure 17: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
- Figure 18: Households, by number of people in the household—Hispanics versus all households, 2011
- Hispanic households have younger children
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- Figure 19: Households with children, by race and Hispanic origin of householder, 2012
- Hispanics overwhelming reside in Southern and Western America
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- Figure 20: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 21: Share of Hispanic new vehicle purchases, by metropolitan area, November 2012
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- Figure 22: Auto brand ever purchased, by census region, April 2013
- Mexican, Puerto Rican domestic car markets may impact Hispanic car buying preferences
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- Figure 23: Hispanic population, by type, 2000 and 2010
- Figure 24: Top 10 automakers in Mexico, by volume sales, 2012-2011
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- Figure 25: Top 10 automakers in Puerto Rico, by volume sales, 2012
- Hispanic income and credit
- U.S. household income distribution
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- Figure 26: Median household income, by race/Hispanic origin of householder, 2011
- Figure 27: Average consumer expenditure on cars and trucks, by Hispanic consumer units, 3-year rolling average, 2007-12
- Hispanic households have less established credit
- VantageScore groups:
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- Figure 28: Vantagescore groups, by Hispanic origin, October 2011-November 2012
- Figure 29: Vantagescore groups, by Hispanic origin and household income, October 2011-November 2012
Hispanic Car Buying
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- Key points
- Spend and financing
- Hispanics spent $17,400 on average on last car purchase
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- Figure 30: Amount spent on vehicle purchase, by most recently acquired vehicle bought new/ used/leased, October 2011-November 2012
- Hispanic households with children spend less on autos
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- Figure 31: Amount spent on vehicle purchase, by presence of children in household, October 2011-November 2012
- Less acculturated Hispanics don’t spend as much on vehicle purchases
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- Figure 32: Amount spent on vehicle purchase, by language spoken in home, October 2011-November 2012
- Hispanics who finance on average take a 48-month loan
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- Figure 33: Length of total financing, by language spoken in home, October 2011-November 2012
- Hispanic new and CPO car purchasers more likely to finance
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- Figure 34: Incidence of financing vehicle purchase, by new, used, CPO, and private purchase, April 2013
- Less acculturated Hispanics finance at similar rates
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- Figure 35: Incidence of financing vehicle purchase, by language spoken in the home, April 2013
- 1 in 5 $50K-74.9K Hispanic households leases a vehicle
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- Figure 36: Incidence of leasing vehicle, by household income, April 2013
- Numbers and types of cars owned
- Hispanics own approximately 2.1 cars per household
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- Figure 37: Number of vehicles owned in the household, by Hispanic origin, October 2011-November 2012
- Figure 38: Number of vehicles owned in the household, by household size, October 2011-November 2012
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- Figure 39: Number of vehicles owned in the household, by language spoken in home, October 2011-November 2012
- More Hispanics own subcompact or compact cars compared with any other vehicle segment
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- Figure 40: Vehicle ownership (any owned/financed/leased), by vehicle class, April 2013
- Less acculturated more likely to own subcompact/compact cars
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- Figure 41: Vehicle ownership (any owned/financed/leased), by vehicle class, by language spoken in the home, April 2013
- New, used or CPO?
- Hispanics less likely to purchase their vehicles new
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- Figure 42: Whether the vehicle in household is owned or leased, by Hispanic origin, October 2011-November 2012
- Hispanics less likely to purchase vehicles through regular sales channels
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- Figure 43: Vehicle ownership, by purchased new, used, CPO, by age, April 2013
- Differences in acculturation have little effect on sales channel chosen by Hispanics
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- Figure 44: Vehicle ownership, by purchased new, used, CPO, by language spoken in the home, April 2013
- Hispanics who own Japanese and Korean makes more likely to purchase vehicles new
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- Figure 45: Vehicle ownership, by purchased new, used, CPO, by origin of car brand, April 2013
Car Buyer Expectations and Sentiments
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- Key points
- Hispanic expectations of next vehicle purchase
- One quarter of Hispanic households expect to buy a car within the next year
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- Figure 46: Expectation of when next vehicle will be purchased, by Hispanic origin, October 2011-November 2012
- More acculturated Hispanics more likely to buy a car in the next year
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- Figure 47: Expectation of when next vehicle will be purchased, by language spoken in home, October 2011-November 2012
- 42% of Hispanics plan on purchasing a new car next time they buy
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- Figure 48: Future vehicle purchase: expectation of next car bought new vs. used, by Hispanic origin, October 2011-November 2012
- Hispanic new car owners and used car owners fairly entrenched in views
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- Figure 49: Future vehicle purchase: expectation of next car bought new vs. used, by most recently acquired vehicle bought new/ used/leased, October 2011-November 2012
- More acculturated Hispanics expect to purchase a new car next time
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- Figure 50: Future vehicle purchase: expectation of next car bought new vs. used, by language spoken in home, October 2011-November 2012
- Hispanic sentiments regarding the car buying process
- Hispanics worried about getting ripped off by car dealers
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- Figure 51: Car buying habits and sentiments, by race/Hispanic origin, November 2012
- One third of Hispanics expect to purchase same brand as before
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- Figure 52: Attitudes toward automotive dealerships, April 2013
- Hispanic men more concerned about Spanish-language promotions at car dealerships and on automotive websites
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- Figure 53: Attitudes toward automotive dealerships, by gender, April 2013
- Nearly half of less acculturated Hispanics want a car dealer that can speak Spanish
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- Figure 54: Attitudes toward automotive dealerships, by language spoken in the home, April 2013
Information Sources Used When Car Shopping
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- Key points
- Three fourths of Hispanic households go to friends and family for advice
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- Figure 55: Information sources used when car shopping, April 2013
- Hispanic women more interested in friend and family opinions over print or broadcast
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- Figure 56: Information sources used when car shopping, by gender, April 2013
- Wealthier Hispanic households look more to expert review and opinion sites for car buying advice
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- Figure 57: Information sources used when car shopping, by household income, April 2013
- Less acculturated Hispanics likely to seek in-person advice over broadcast, print or web
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- Figure 58: Information sources used when car shopping, by language spoken in the home, April 2013
Attitudes to Cars
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- Key points
- Hispanics weigh fewer attributes when selecting a vehicle compared to non-Hispanics
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- Figure 59: Attitudes/opinions about cars and driving, by Hispanic origin, October 2011-November 2012
- Hispanics more likely to drive with passengers in the car
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- Figure 60: Attitudes/opinions about cars and driving, by Hispanic origin, October 2011-November 2012
- Hispanics less favorable to American carmakers
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- Figure 61: Attitudes/opinions about cars and driving, by Hispanic origin, October 2011-November 2012
Car Purchasing and Purchase Intent, by Car Brand
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- Key points
- Hispanics own Japanese brands more often than domestic or Korean
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- Figure 62: Auto brand purchase behavior and awareness, April 2013
- Car ownership – brands ever bought
- Hispanic women less likely to own domestic car brands
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- Figure 63: Auto brands ever purchased, by gender, April 2013
- Younger Hispanics more likely to own Korean branded cars
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- Figure 64: Auto brands ever purchased, by gender and age, April 2013
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- Figure 65: Auto brands ever purchased, by age, April 2013
- Less acculturated Hispanics more likely to own Japanese makes
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- Figure 66: Auto brands ever purchased, by language spoken in the home, April 2013
- Hispanic new car buyers more likely to own Japanese and Korean
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- Figure 67: Auto brands ever purchased, by purchased new, used, CPO, or private, April 2013
- Hispanics who have never bought, but want to buy each auto brand
- About one quarter of Hispanics who haven’t purchased a major auto brand want to in the future
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- Figure 68: I-we have never bought this brand, but want to buy this brand in the future, by age, March 25-April 2, 2013
- Core Hispanic demographics eye Volkswagen, Hyundai, Jeep
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- Figure 69: I-we have never bought this brand, but want to buy this brand in the future, by age and household income, March 25-April 2, 2013
Hispanic Perceptions of Major Car Brands
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- Key points
- Domestic brands perceived as innovative
- Toyota and Honda considered safe
- Ford, Chevrolet, Nissan, Volkswagen, Jeep considered stylish among surveyed brands
- Nissan, Hyundai, Kia, Toyota, Honda perceived as good value for the money
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- Figure 70: Hispanic perceptions of major auto brands, June 2013
- Figure 71: Perceptions of major auto brands, by language spoken in home, April 2013
Marketing Strategies
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- Overview of the brand landscape
- Television
- Strategy: Focus on the fruits of labor
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- Figure 72: Toyota “Vayamos Juntos” TV ad, January 2013
- Strategy: Highlight self-reliance
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- Figure 73: Chevrolet “Big Red” TV ad, November 2012
- Strategy: Celebrity endorsements from famous Hispanic artists
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- Figure 74: Ram Trucks “Anthem” TV ad, November 2012
- Strategy: Highlight the Spanish language
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- Figure 75: Ford “Fiesta Breakfast” TV ad, March 2012
- Strategy: Highlight Hispanic meaning of “family”
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- Figure 76: Dodge Journey “Family” TV ad, August 2012
- Strategy: Focus on safety
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- Figure 77: Honda Pilot, “Dangers,” TV ad, March2013
U.S. Hispanic Population
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- Key facts
- Hispanics make up the largest U.S. minority group
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- Figure 78: Population, by race/Hispanic origin, 2008-18
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- Figure 79: Population, by race/Hispanic origin, 1970-2020
- Figure 80: Asian, black, and Hispanic populations, 1970-2020
- Birth rates
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- Figure 81: Distribution of births, by race and Hispanic origin of mother, 2000-09
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 82: U.S. Hispanic population, by age, 2008-18
- Figure 83: U.S. Population, by age, 2008-18
- Households
- Household size
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- Figure 84: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
- Figure 85: Households, by number of people in the household—Hispanics versus all households, 2011
- Households with children
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- Figure 86: Households with children, by race and Hispanic origin of householder, 2012
- Age of children in the household
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- Figure 87: Households, by race of householder and presence and ages of children, 2011
- The Hispanic and total U.S. population by gender
- Women
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- Figure 88: Hispanic women, by age, 2008-18
- Figure 89: Total U.S. women population, by age, 2008-18
- Men
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- Figure 90: Hispanic men, by age, 2008-18
- Figure 91: Total U.S. men population, by age, 2008-18
- Generations
- Hispanics by generation
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- Figure 92: Generations—Hispanics versus non-Hispanics, 2011
- Marital status
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- Figure 93: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
- Hispanic purchasing power
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- Figure 94: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 95: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
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- Figure 96: Top 10 states ranked by share of Hispanic buying power, 2012
- Figure 97: Top 10 states ranked by value of Hispanic buying power, 2012
- U.S. household income distribution
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- Figure 98: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic income levels
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- Figure 99: Largest Hispanic states, by Hispanic disposable income, 2010
- Hispanics by country of origin/heritage
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- Figure 100: Hispanic population, by type, 2000-10
- Figure 101: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 102: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 103: Hispanic population, by region of residence, 2000-10
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- Figure 104: 10 places* with highest number of Hispanics, 2010
- Figure 105: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 106: States ranked by change in Hispanic population, 2000-10
- Figure 107: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 108: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 109: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 110: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retroacculturation?
Appendix—Consumer Tables
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- Vehicle ownership, by purchased new, used, CPO
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- Figure 111: Vehicle ownership, purchased new, used, CPO, by age and household income, March 25-April 2, 2013
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- Figure 112: Vehicle ownership, purchased new, used, CPO, by household income, April 2013
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- Figure 113: Year model of vehicle purchased, by Hispanic origin and age, October 2011-November 2012
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- Figure 114: Whether the vehicle in household is bought new, used, leased, or unspecified, by language spoken in home, October 2011-November 2012
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- Figure 115: Whether the vehicle in household is bought new, used, leased, or unspecified, by Hispanic origin and age, October 2011-November 2012
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- Figure 116: Whether the vehicle in household is bought new, used, leased, or unspecified, by Hispanic origin and household income, October 2011-November 2012
- How many cars do Hispanics own?
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- Figure 117: Number of vehicles owned in the household, by presence of children, October 2011-November 2012
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- Figure 118: Number of vehicles owned in the household, by most recently acquired vehicle bought new/ used/leased, October 2011-November 2012
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- Figure 119: Number of vehicles owned in the household, by Hispanic origin and age, October 2011-November 2012
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- Source: Experian Marketing Services Fall 2012 Simmons NHCS Adult Study 12-Month. Copyright 2012 Experian Information Solutions, Inc. All Rights Reserved.
- What types of cars do Hispanics buy?
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- Figure 121: Vehicle ownership (any owned/financed/leased), by vehicle class, by gender, April 2013
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- Figure 122: Vehicle ownership (any owned/financed/leased), by vehicle class, by age, April 2013
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- Figure 123: Vehicle ownership (any owned/financed/leased), by vehicle class, by household income, April 2013
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- Figure 124: Vehicle ownership (any owned/financed/leased), by vehicle class, by language spoken in the home, April 2013
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- Figure 125: Vehicle ownership (any owned/financed/leased), by vehicle class, by age and household income, March 25-April 2, 2013
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- Figure 126: Vehicle ownership (any leased) by vehicle class, by age and household income, March 25-April 2, 2013
- Hispanics who finance/lease
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- Figure 127: Vehicle ownership (any financed/leased), by vehicle class, by gender, April 2013
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- Figure 128: Vehicle ownership (any financed/leased), by vehicle class, by age and household income, March 25-April 2, 2013
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- Figure 129: Vehicle ownership (financed/leased), by vehicle class, by age, April 2013
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- Figure 130: Vehicle ownership (any financed/leased), by vehicle class, by household income, April 2013
- Hispanics who finance
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- Figure 131: Incidence of financing vehicle purchase, by gender, April 2013
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- Figure 132: Incidence of financing vehicle purchase, by age, April 2013
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- Figure 133: Incidence of financing vehicle purchase, by household income, April 2013
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- Figure 134: Incidence of financing vehicle purchase, by origin of car brand, April 2013
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- Figure 135: Payment method for car, by most recently acquired (new or used) vehicle, by bought new/ used/leased, October 2011-November 2012
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- Figure 136: Payment method for car, Hispanic origin, October 2011-November 2012
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- Figure 137: Payment method for car, Hispanic origin and age, October 2011-November 2012
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- Figure 138: Payment method for car, Hispanic origin and household income, October 2011-November 2012
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- Figure 139: Payment method for car, by language spoken in home, October 2011-November 2012
- Hispanics and credit worthiness
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- Figure 140: Vantagescore groups, by Hispanic origin and age, October 2011-November 2012
- Hispanics who lease
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- Figure 141: Incidence of leasing vehicle, by gender, April 2013
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- Figure 142: Incidence of leasing vehicle, by age, April 2013
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- Figure 143: Incidence of leasing vehicle, by language spoken in the home, April 2013
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- Figure 144: Incidence of leasing vehicle, by origin of car brand, April 2013
- What types of automotive brands do Hispanics purchase?
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- Figure 145: Make of domestic vehicle owned in household, by each vehicle personally bought new/ used/leased, October 2011-November 2012
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- Figure 146: Make of foreign vehicle owned in household, by each vehicle personally bought new/ used/leased, October 2011-November 2012
- Hispanic household vehicle age
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- Figure 147: Year model of vehicle purchased, by most recently acquired vehicle bought new/ used/leased, October 2011-November 2012
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- Figure 148: Length of total financing, by most recently acquired vehicle bought new/ used/leased, October 2011-November 2012
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- Figure 149: Year model of vehicle purchased, by Hispanic origin and household income, October 2011-November 2012
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- Figure 150: Year model of vehicle purchased, by language spoken in home, October 2011-November 2012
- Attitudes of the Hispanic car buyer
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- Figure 151: Future vehicle purchase: expectation of origin of next car, by bought new, used, leased, October 2011-November 2012
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- Figure 152: Amount spent on vehicle purchase, by household size, October 2011-November 2012
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- Figure 153: Attitudes/opinions about automobiles, by household size, October 2011-November 2012
- Future expectations of next vehicle purchase
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- Figure 154: Future vehicle purchase: expectation of next car bought new vs. used, by Hispanic origin and age, October 2011-November 2012
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- Figure 155: Future vehicle purchase: expectation of next car bought new vs. used, by Hispanic origin and household income, October 2011-November 2012
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- Figure 156: Future vehicle purchase: expectation of next car bought by origin, by Hispanic origin, October 2011-November 2012
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- Figure 157: Expectation of when next vehicle will be purchased, by Hispanic origin and age, October 2011-November 2012
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- Figure 158: Expectation of when next vehicle will be purchased, by Hispanic origin and household income, October 2011-November 2012
- Attitudes toward car buying process
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- Figure 159: Attitudes toward automotive dealerships, by age, April 2013
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- Figure 160: Attitudes toward automotive dealerships, by household income, April 2013
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- Figure 161: Attitudes toward automotive dealerships, by new, used, CPO, and private purchase, April 2013
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- Figure 162: Attitudes/opinions about automobiles, by Hispanic origin and household income, October 2011-November 2012
- Main type of usage for primary vehicle
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- Figure 163: Main type of usage for primary vehicle, by gender, April 2013
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- Figure 164: Main type of usage for primary vehicle, by age, April 2013
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- Figure 165: Main type of usage for primary vehicle, by household income, April 2013
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- Figure 166: Primary vehicle usage, by language spoken in the home, April 2013
- Information sources likely used when car shopping
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- Figure 167: Information sources likely used when car shopping, by age, April 2013
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- Figure 168: Information sources likely used when car shopping, by presence of children in household, April 2013
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- Figure 169: Information sources likely used when car shopping, by new, used, CPO, and private purchase, April 2013
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- Figure 170: Information sources likely used when car shopping, by origin of car brand, April 2013
- Hispanic perceptions of major car brands
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- Figure 171: Perceptions of major auto brands, by gender, April 2013
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- Figure 172: Perceptions of major auto brands, by age, April 2013
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- Figure 173: Perceptions of major auto brands, by household income, April 2013
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- Figure 174: Perceptions of major auto brands, by language spoken in the home, April 2013
Appendix—Trade Associations
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