Article Auto

U.S. Hispanics: The Can’t-Miss Consumer Segment for Auto Brands

By Sara Hasson, SVP Strategy & Insights, Auto

Jul 10, 2014

U.S. Hispanics are the driving force for growth in the auto industry.  Hispanic sales have grown exponentially, and continue to outpace total market sales growth.  Combine this with larger household sizes, a younger average age, and a higher likelihood to be buying a first or incremental vehicle, and it’s easy to see that Hispanics are truly an imperative target for auto marketers.

Sources: Polk New Vehicle Personal Retail Registrations (Sales and Leases), 1-3Q CY14, U.S.  2014 Spending projection based on 1-3Q CY14 Expenditures. GfK Hispanic Lower Funnel Auto Tracker Q2 2014 © GfK 2014.  Simmons NCS/NHCS Spring 2014 FY. Base A18+. Most recently acquired vehicle was new.

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