Table of Contents
Scope and Themes
-
- What you need to know
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Profile and demographics
- Black purchasing power expected to rise significantly by 2017
-
- Figure 1: Trends and share in purchasing power, by race/Hispanic origin, 1990-2017
- Car ownership and buying
- Black households more likely to consider new car than white or Hispanic households when they make their next purchase
-
- Figure 2: Future vehicle purchase: expectation of next car bought new vs. used, by race/Hispanic origin, January 2012-March 2013
- More than a third of black respondents plan to buy another car in the next year
-
- Figure 3: Expectation of when next vehicle will be purchased, by race/Hispanic origin, January 2012-March 2013
- Black households spent an average $20,000 on their most recently acquired vehicle
-
- Figure 4: Amount spent on latest vehicle purchase among black households, October 2011-November 2012
- Black households show stronger consideration for Toyota, Honda, and Nissan than for domestic vehicles
-
- Figure 5: Auto brand ownership and intention to buy, May 2013
- Perceptions of car brands
- American carmakers need further engagement with black consumers
-
- Figure 6: Attitudes about foreign vs. domestic automobiles, by race/Hispanic origin, January 2012-March 2013
- Domestic brands perceived as involved in the black community
-
- Figure 7: Perceptions of major auto brands as advertising to or involved in the black community, May 2013
- Purchasing influencers
- Black households loyal to brand
-
- Figure 8: Important factors when deciding where to purchase most recent vehicle, by household income, May 2013
- Women more interested in safety features
-
- Figure 9: Features that will influence the purchase of next vehicle, by gender, May 2013
- What we think
Issues and Insights
-
- How can domestic automakers increase purchase consideration among blacks/African-Americans?
- Issues
- Insights
- Getting more blacks/African-Americans into the new and CPO cars they clearly desire
- Issues
- Insights
Trend Applications
-
- Trend: Mood to Order
- Trend: Patriot Games
- Mintel Futures: Access Anything, Anywhere
Marketing Strategies
-
- Overview of the brand landscape
- Brand analysis: Toyota
- Toyota Green Initiative
-
- Figure 10: Toyota Green Initiative, 2013
- Toyota Avalon, “Only the Name Remains,” 2013
-
- Figure 11: Toyota Avalon “Only the Name Remains” TV commercial, 2013
- Toyota Prius, “Those Who Get It, Get It,” 2013
-
- Figure 12: Toyota Prius, “Those Who Get It, Get It,” 2013
- Brand analysis: Ford
- Ford Fusion, “A Rose,” 2013
-
- Figure 13: Ford Fusion, “A Rose” ad campaign, 2013
- Ford Escape, “Brand New,” 2012
-
- Figure 14: Ford Escape, “Brand New” campaign, 2012
- Brand analysis: Chrysler
- Chrysler 300, “Spin It Your Way,” 2008
-
- Figure 15: Chrysler 300, “Spin It Your Way,” 2008
- Chrysler 200 and 300, “Imported from Detroit,” 2011-12
-
- Figure 16: Chrysler 200 “Imported from Detroit” Super Bowl ad featuring Eminem, 2011
- Figure 17: Chrysler 300 “Imported from Detroit” “Good Things” ad featuring Dr. Dre, 2012
-
- Figure 18: Chrysler 300 “Imported from Detroit” ad featuring will.i.am, 2012
Profile of the Black Consumer, Car Purchase and Ownership
-
- Key points
- Blacks most likely to live in one-person households
-
- Figure 19: Household size, by race/Hispanic origin of householder, 2011
- Blacks own fewer cars
-
- Figure 20: Number of cars owned per household, by race/Hispanic origin, March 2013
- Eight out of 10 blacks own a vehicle
-
- Figure 21: Vehicle ownership, by race/Hispanic origin, January 2012-March 2013
- College-educated Black consumers most likely to see income increase
-
- Figure 22: Changes in household income within the last year, by education, October 2012
- Single households driving lower median income
-
- Figure 23: Median household income, by race and Hispanic origin of householder, 2008 and 2011
- Black disposable income expected to rise significantly by 2017
-
- Figure 24: Disposable income after taxes, by race/Hispanic origin, 2000-17
-
- Figure 25: Disposable income after taxes, by race/Hispanic origin, 1990-2017
- Disposable income concentrated in South and Northeast
-
- Figure 26: Top 10 states/regions with the largest share of black disposable income, 2010
- Growth in other areas due to black migration
-
- Figure 27: Top 10 states, by rate of growth of black disposable income, 2000-12
- Affluent blacks most prevalent in Northeast
-
- Figure 28: Wealthiest majority-black neighborhoods, 2011
- Black respondents have worse credit scores than other racial and ethnic groups
-
- Figure 29: VantageScore groups, by race/Hispanic origin, October 2011-November 2012
- One in 10 black respondents pay 0% APR interest on vehicle loan
-
- Figure 30: Interest rates (APR) paid on auto loans, by race/Hispanic origin, March 2013
- Black households tend to have the longest financed vehicle loan lengths
-
- Figure 31: Length of total financing (most recently acquired vehicle), by race/Hispanic origin, January 2012-March 2013
- Blacks increased spending at higher rates than other consumers for most categories
-
- Figure 32: Average annual expenditures for black CUs, by category, 2003-11
-
- Figure 33: Average annual expenditures of all CUs, by category, 2003-11
- Black consumer units significantly lower annual spend on vehicles
-
- Figure 34: Average annual expenditures on cars and trucks, by all CUs and black CUs, 3-year rolling average, 2008-12
- Black households spend more than whites on most recently acquired vehicle
-
- Figure 35: Amount spent on latest vehicle purchase, by race/Hispanic origin, October 2011-November 2012
- Black households more likely to consider new car than white or Hispanic households when they make their next purchase
-
- Figure 36: Future vehicle purchase: expectation of next car bought new vs. used, by race/Hispanic origin, January 2012-March 2013
- More than a third of black respondents plan to buy a car in the next year
-
- Figure 37: Expectation of when next vehicle will be purchased, by race/Hispanic origin, January 2012-March 2013
Vehicle Ownership
-
- Key points
- Black households more inclined to own conventional cars
-
- Figure 38: Types of vehicles owned by household, by race/Hispanic origin, January 2012-March 2013
- Blacks more likely to buy CPO vehicles
-
- Figure 39: Vehicle ownership, by purchased new, used, CPO; for combined primary and non-primary vehicles in households, by race/Hispanic origin, March 2013
- Older household respondents more likely to own a car bought new
-
- Figure 40: Vehicle ownership, by purchased new, used, CPO, by age, May 2013
- Households making $50K+ likely to have a car purchased new or CPO
-
- Figure 41: Vehicle ownership, by purchased new, used, CPO, by household income, May 2013
- Married households with no young children likeliest to have purchased new car
-
- Figure 42: Vehicle ownership, by purchased new, used, CPO, by marital status and presence of children in household, May 2013
- Households with Japanese and Korean brands more likely than those with domestic to have purchased a new car
-
- Figure 43: Vehicle ownership, by purchased new, used, CPO, by domestic, Japanese, or Korean brands owned, May 2013
Car Ownership—Attitudes and Behaviors
-
- Key points
- Blacks show more variety in auto club memberships when compared to other races and ethnicities
-
- Figure 44: Auto club company membership, by race/Hispanic origin, January 2012-March 2013
- Black men more likely than women to view vehicles as an aspirational purchase
-
- Figure 45: Car ownership and buying, attitudes and behaviors, by gender, May 2013
- Those with children more likely to view vehicle as aspirational purchase
-
- Figure 46: Car ownership and buying, attitudes and behaviors, by marital status and presence of children in household, May 2013
- Blacks prefer luxury vehicles
-
- Figure 47: Car ownership, attitudes and behaviors, by race/Hispanic origin, January 2012-March 2013
- Blacks less enamored of American carmakers
-
- Figure 48: Attitudes about foreign vs. domestic automobiles, by race/Hispanic origin, January 2012-March 2013
- Blacks less inclined to enjoy driving when compared to other races/ethnicities
-
- Figure 49: car ownership and driving, attitudes and behaviors, by race/Hispanic origin, January 2012-March 2013
- Blacks take an environmental stance toward their automobiles
-
- Figure 50: Attitudes and opinions about the environment, by race/Hispanic origin, January 2012-March 2013
Vehicle Purchasing Attributes and Preferences
-
- Key points
- Blacks diverge on purchasing behavior compared to other races/ethnicities
-
- Figure 51: Attitudes toward buying and financing vehicles, by race/Hispanic origin, March 2013
- Blacks more interested in “forgiveness” loan perks
-
- Figure 52: Loan and leasing incentives and features of most interest when purchasing next vehicle, by race/Hispanic origin, March 2013
- Low monthly payment most important deciding factor
-
- Figure 53: Important factors when deciding where to purchase most recent vehicle, by household income, May 2013
- Married blacks focus more on previous experience with vehicle brand/model
-
- Figure 54: Important factors when deciding where to purchase most recent vehicle, by marital status and presence of children in household, May 2013
Brand Purchasing Behavior and Brand Awareness
-
- Key points
- Blacks show stronger consideration for Toyota, Honda, and Nissan than for domestic brand vehicles
-
- Figure 55: Auto brand ownership and intention to buy, May 2013
- Wealthier households more likely to own Toyota and Ford brand vehicles
-
- Figure 56: Auto brands currently owned, by household income, May 2013
- Toyota, Nissan, Honda, GMC, and Ford more likely to be owned by married households
-
- Figure 57: Auto brands currently owned, by marital status and presence of children in household, May 2013
- Households with a new vehicle more likely to own Toyota, Honda
-
- Figure 58: Auto brands currently owned, by ownership of a new, used, or CPO vehicle, May 2013
- Men more likely than women to intend to buy a domestic brand vehicle
-
- Figure 59: Auto brands intending to buy, by gender, May 2013
- Those aged 18-44 more likely to favor Japanese brand vehicles
-
- Figure 60: Auto brands intending to buy, by age, May 2013
- Consideration of a major car brand has little relationship to income
-
- Figure 61: Auto brands intending to buy, by household income, May 2013
Perceptions of Major Auto Brands
-
- Key points
- Domestic brands significantly more likely to be perceived as involved in the black community
-
- Figure 62: Perceptions of major auto brands, May 2013 (part 1)
- Figure 63: Perceptions of major auto brands, May 2013 (part 2)
- Strong perception differences between young and old black men when it comes to who’s environmental friendly
-
- Figure 64: Perceptions of major auto brands as environmentally friendly, by gender and age, May 2013
- Toyota, Honda viewed as good value for the money, particularly among young and middle-aged men and women
-
- Figure 65: Perceptions of major auto brands as value for money, by gender and age, May 2013
- Most black gender/age groups perceive Japanese brands as reliable
-
- Figure 66: Perceptions of major auto brands as reliable, by gender and age, May 2013
- Domestic brands significantly more likely to be perceived as involved in the black community
-
- Figure 67: Perceptions of major auto brands as advertising to or involved in the black community, by gender and age, May 2013
Interest in Features Included When Purchasing Next Vehicle
-
- Key points
- Black car buyers most influenced by safety ratings and acceleration
-
- Figure 68: Interest in features included when purchasing next vehicle, May 2013
- Women more interested in safety features
-
- Figure 69: Interest in features included when purchasing next vehicle, by gender—(any influential), May 2013
- Younger respondents more interested in vehicle connectivity and alternative powertrains
-
- Figure 70: Interest in features included when purchasing next vehicle, by age—(any influential), May 2013
- Respondents owning CPO vehicles show higher levels of interest for alternative powered vehicles
-
- Figure 71: Interest in features included when purchasing next vehicle, by vehicle purchased new, used, CPO—(any influential), May 2013
U.S. Black Population
-
- Key points
- U.S. population by race/Hispanic origin
-
- Figure 72: Population, by race/Hispanic origin, 2008-18
- Figure 73: Population, by race/Hispanic origin, 1970-2020
-
- Figure 74: Asian, Black, and Hispanic populations, 1970-2020
- Age
- Generations by race
-
- Figure 75: U.S. population by race, and by generation, 2011
- Black population by age
-
- Figure 76: U.S. Black population, by age, 2008-18
- Figure 77: U.S. population, by age, 2008-18
- U.S. Black geographic concentration
-
- Figure 78: Black geographic concentration, by region, 2007
- Black population by state
-
- Figure 79: States with largest black population, 2011
- Figure 80: States with largest black population, by distribution, 2008
- Population by geographic concentration
-
- Figure 81: States (including District of Columbia) ranked with the highest share of black residents, 2011
- Black metro areas
-
- Figure 82: Metropolitan status of black households, 2006 and 2011
- Figure 83: Top 10 metropolitan areas with the largest number of black residents, 2010
- Urbanization cuts into automobile dependency
-
- Figure 84: Most often form of transit used for work commute, by urban/suburban/rural area, 2009
- Figure 85: Miles driven, by urban/suburban/rural area, 2009
- Black households
-
- Figure 86: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
- Figure 87: Presence and ages of children in the household, by race/Hispanic origin, 2011
-
- Figure 88: Marital status, by race and Hispanic origin, 2011
Appendix – Other Useful Consumer Tables
-
- Brand purchasing behavior and brand awareness
-
- Figure 89: Auto brands currently owned, by age, May 2013
-
- Figure 90: Auto brands currently owned, by domestic, Japanese, or Korean brands owned, May 2013
-
- Figure 91: Auto brands not intending to buy, by gender, May 2013
-
- Figure 92: Auto brand brands not intending to buy, by age, May 2013
-
- Figure 93: Auto brands intending to buy, by opinions on the economy, financial future of black Americans and financial discrimination against black Americans, May 2013
- Interest in features included when purchasing next vehicle
-
- Figure 94: Important factors when deciding where to purchase most recent vehicle, by gender, May 2013
Appendix – Trade Associations
Back to top