National Association of Minority Automobile Dealers and IHS Markit Redefine the Power of Multicultural Automotive Buyers

Low angle side view of car driving fast at sunset with motion speed effect .

The Third Annual Diversity Volume Leadership Awards (DVL Awards) ceremony showed the tremendous impact that ethnic car buyers have on the economy and brought awareness to the lack of diversity that still remains present in the automotive industry.

“Some 30% of new vehicle purchases are made by multicultural consumers but only 6% of dealerships are minority owned,” said National Association of Minority Automobile Dealers (NAMAD) President, Damon Lester. “That means 18,000 dealerships exist in the USA and just 1,100 are minority owned.”

With ethnic car buyers growing at rapid rates, the dealer body is still lacking accurate representation from minorities. NAMAD and IHS Markit partnered to celebrate brands that are driving sales leadership with ethnic consumers, while also addressing and educating the industry about the necessity of dealer ownership increasing to reflect a diverse population during the DVL Awards on January 14, 2018 at Cobo Center ahead of the North American International Auto Show. The private awards ceremony was hosted by Dariany Santana and brought together scores of top automotive industry executives.

Winners of the prestigious DVL Awards demonstrated the highest new vehicle registrations with ethnic, women, and millennial consumers. This year’s awards were based on an analysis of more than 13 million personal new vehicle registrations from IHS Markit for the 2017 model year.

“The initial goal of the Diversity Volume Leadership Awards was to create awareness within the U.S auto industry of the top vehicle purchased by ethnic consumers, women and ethnic millennials, said Marc Bland, vice president of diversity and inclusion, IHS Markit. “We’re honored to recognize these top models and their respective manufacturers in support of their efforts to reach the growing diverse consumer groups. This leads to our current enhancements for 2018, which include the addition of top LGBT and ethnic motorcycle categories.”

This year, NAMAD and IHS Markit honored American Honda with the “Top Overall Ethnic Vehicle” DVL Award, for the second year in a row. “Top Overall Ethnic Vehicle” is the most sought-after Diversity Volume Leadership honor for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.

NAMAD and IHS Markit also presented awards for leadership in the following categories: Ethnic Volume Leaders by IHS Markit Regions, Volume Leaders – Millennials and Women, and Volume Leaders by Ethnic Consumer Group.

The best automotive brands that have dedicated marketing resources to ethnic consumers and are focused on capitalizing on the rapid growth of the industry were in attendance to collect their awards. Overall, GM and its brands received eleven (11) DVL Awards, Honda-six (6) DVL Awards, Toyota/Lexus-nine (9) DVL Awards, Ford-two (2) DVL Awards, Mercedes-Benz-one (1) DVL Award, and Harley-Davidson one (1) DVL Award. It is important to note that several of the nominees that did not receive awards were still extremely competitive contenders. Those who did not receive an award now have the insight and motivation to develop an improved strategy for 2018 and beyond.

Winners of the 2018 Diversity Volume Leadership Awards are as follows:

Ethnic Volume Leaders by IHS Markit Regions

SOURCE National Association of Minority Automobile Dealers (NAMAD)

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