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2012 hispanic impact on chevrolet vehicle sales

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Encore Media, LLC.
Encore Media, LLC.

This Power-Point presentation highlights the impact of Hispanics on 2012 new car purchases on the Chevrolet brand. Data compiled by John Lopez through established nationwide sources.

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Prepared by John A. Lopez Dir. New Business Development Encore Automotive Media December 1, 2012 310 877-5689 Encore Media 10736 Jefferson Blvd., Ste 936 Culver City, CA 90232 Mobile [310] 877-5689
HISPANICS PURCHASED $13.8 BILLION IN NEW VEHICLES THE FIRST 6 MONTHS OF 2012 The Hispanic contribution to New Vehicle sales from January to June 2012 was $13.8 billion; this figure represents approximately $28 billion on an estimated projected annual basis. Toyota, Nissan, Honda, Chevrolet and Ford were the top five brands preferred by Hispanic consumers during that time period. Hispanic consumers are as likely to buy Japanese midsize sedans as they are to purchase small, fuel- efficient American cars, according to Polk, and are as attracted to Ford F-series pickups as they are to Chevrolet Silverado’s and Ram trucks. Marc Bland: Polk Research
Riverside County is 43.2% Races in Riverside County, California: Latino ?Hispanic or Latino (43.2%) ?White Non-Hispanic Alone (42.5%) ?Black Non-Hispanic Alone (5.9%) ?Asian alone (5.1%) ?Two or more races (1.9%) ?Some other race alone (0.7%) Average HH Income: $75,266 per year ?American Indian and Alaska Native alone (0.5%) Median resident age: 33.1 years California median age: 33.3 years Males: 769,384 (49.8%) Females: 776,003 (50.2%)
Lets see why Hispanics are such an important Part of the Automotive Sales Segment.
Hispanics in Los Angeles now Population Facts Outnumber White Non-Hispanics 1990 Census 2010 Census Hispanic Hispanic 7,451,192 4,779,118 43.1% 32.8% +10.3 increase Other 89,663 Multi-Race .6% 7,230,159 346,284 49.8% 1.5% 6,440,053 1,157,622 36.5% Other 8.0% 1,238,722 115,673 7.0% Black .7% 1,274,967 1,981,751 Black* 8.8% 11.2% Asian White White Asian Source: Ethnic/Racial Composition of Los Angeles U.S. Census Bureau includes counties of L.A., Orange, Ventura, Riverside and San Bernardino
MEDIA: TELEVISION Research shows that Hispanic families are larger and in fact watch TV together. Meaning your message can reach multiple demographics at the same time. Telemundo FAM Study 2012
2012 hispanic impact on chevrolet vehicle sales
2012 hispanic impact on chevrolet vehicle sales
The biggest segments for Hispanics are pickups compacts, midsize cars, compact crossovers. These segments are setting the stage for the redesigned Malibu, as well as a brand-new platform for Chevrolet Silverado and the Cruze. Chevrolet’s focus on space, miles per gallon, styling and technology are key features that resonate strongly Chevy is the # 1 Selling with Hispanic consumer. Domestic Brand Among Latinos Tia Hardeman, Marketing Manager GM.
CHEVROLET IS AMERICA’S #1 DOMESTIC BRAND WITH HISPANICS 56,352,461 UNITS BY VOLUME HSYTD 2012
Company Sales Oct 2011 vs. Oct 2012 250,000 200,000 150,000 100,000 50,000 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 0 Chrysler Honda GM Ford Toyota U.S. Light Vehicle Sales Source: WardsAuto ?2012
2010 Pew Hispanic Research
The Hispanic population in the United States grew by 43% in the last decade, surpassing 50 million and accounting for about 1 out of 6 Americans, according to the U.S. Census Bureau. Overall, Hispanics accounted for more than half of the 27.3 million U.S. population increase since 2000 In Los Angeles County Mexicans make up 11% of the overall total. However, it’s important to note that in some Los Angeles zip codes Hispanic density is 99-100%
U.S. Top 10 Light Trucks U.S. Top 10 Cars October 2012 (YTD) October 2012 (YTD) YTD Sales YTD Sales F SERIES Ford 489,806 CAMRY Toyota 344,714 SILVERADO Chevrolet 336,939 ACCORD Honda 276,196 CR-V Honda 233,586 ALTIMA Nissan 258,663 RAM PICKUP Ram 230,241 CIVIC Honda 254,716 ESCAPE Ford 219,907 COROLLA/MATRIX Toyota 243,652 EQUINOX Chevrolet 182,249 FUSION Ford 206,855 RAV4 Toyota 145,103 FOCUS Ford 205,006 EXPLORER Ford 132,023 CRUZE Chevrolet 199,721 SONATA Hyundai 192,119 SIERRA GMC 126,749 MALIBU Chevrolet 189,094 GRAND CHEROKEE Jeep 123,994 Source: WardsAuto InfoBank
Findings/Conclusions
?Hispanic customers are the largest ethnic segment of the Chevrolet buyer profile ?43.2% of Riverside’s population is Hispanic ?Los Angeles is the nations largest population center of Hispanics ?Los Angeles is the #1 DMA market for national Chevrolet sales to Hispanics ?Chevrolet has an ongoing relationship with the Hispanic car buyer ?Hispanics purchased $13.8 Billion in new vehicles in the first 6 months of 2012 Based on city research, demographics and buying characteristics, Encore Media can safely conclude that with Riverside’s large Hispanic population, there is significant Hispanic buying clout in the county and the surrounding zip codes to the dealership. We therefore recommend that a regular and sustainable Hispanic branding program be launched to reach Spanish speaking car buyers to invite them to the dealership. By doing so, Singh Chevrolet will receive a significant boost in leads, sales, community support and long-term future profits.

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2012 hispanic impact on chevrolet vehicle sales

  • 1. Prepared by John A. Lopez Dir. New Business Development Encore Automotive Media December 1, 2012 310 877-5689 Encore Media 10736 Jefferson Blvd., Ste 936 Culver City, CA 90232 Mobile [310] 877-5689
  • 2. HISPANICS PURCHASED $13.8 BILLION IN NEW VEHICLES THE FIRST 6 MONTHS OF 2012 The Hispanic contribution to New Vehicle sales from January to June 2012 was $13.8 billion; this figure represents approximately $28 billion on an estimated projected annual basis. Toyota, Nissan, Honda, Chevrolet and Ford were the top five brands preferred by Hispanic consumers during that time period. Hispanic consumers are as likely to buy Japanese midsize sedans as they are to purchase small, fuel- efficient American cars, according to Polk, and are as attracted to Ford F-series pickups as they are to Chevrolet Silverado’s and Ram trucks. Marc Bland: Polk Research
  • 3. Riverside County is 43.2% Races in Riverside County, California: Latino ?Hispanic or Latino (43.2%) ?White Non-Hispanic Alone (42.5%) ?Black Non-Hispanic Alone (5.9%) ?Asian alone (5.1%) ?Two or more races (1.9%) ?Some other race alone (0.7%) Average HH Income: $75,266 per year ?American Indian and Alaska Native alone (0.5%) Median resident age: 33.1 years California median age: 33.3 years Males: 769,384 (49.8%) Females: 776,003 (50.2%)
  • 4. Lets see why Hispanics are such an important Part of the Automotive Sales Segment.
  • 5. Hispanics in Los Angeles now Population Facts Outnumber White Non-Hispanics 1990 Census 2010 Census Hispanic Hispanic 7,451,192 4,779,118 43.1% 32.8% +10.3 increase Other 89,663 Multi-Race .6% 7,230,159 346,284 49.8% 1.5% 6,440,053 1,157,622 36.5% Other 8.0% 1,238,722 115,673 7.0% Black .7% 1,274,967 1,981,751 Black* 8.8% 11.2% Asian White White Asian Source: Ethnic/Racial Composition of Los Angeles U.S. Census Bureau includes counties of L.A., Orange, Ventura, Riverside and San Bernardino
  • 6. MEDIA: TELEVISION Research shows that Hispanic families are larger and in fact watch TV together. Meaning your message can reach multiple demographics at the same time. Telemundo FAM Study 2012
  • 9. The biggest segments for Hispanics are pickups compacts, midsize cars, compact crossovers. These segments are setting the stage for the redesigned Malibu, as well as a brand-new platform for Chevrolet Silverado and the Cruze. Chevrolet’s focus on space, miles per gallon, styling and technology are key features that resonate strongly Chevy is the # 1 Selling with Hispanic consumer. Domestic Brand Among Latinos Tia Hardeman, Marketing Manager GM.
  • 10. CHEVROLET IS AMERICA’S #1 DOMESTIC BRAND WITH HISPANICS 56,352,461 UNITS BY VOLUME HSYTD 2012
  • 11. Company Sales Oct 2011 vs. Oct 2012 250,000 200,000 150,000 100,000 50,000 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 Oct-11 Oct-12 0 Chrysler Honda GM Ford Toyota U.S. Light Vehicle Sales Source: WardsAuto ?2012
  • 12. 2010 Pew Hispanic Research
  • 13. The Hispanic population in the United States grew by 43% in the last decade, surpassing 50 million and accounting for about 1 out of 6 Americans, according to the U.S. Census Bureau. Overall, Hispanics accounted for more than half of the 27.3 million U.S. population increase since 2000 In Los Angeles County Mexicans make up 11% of the overall total. However, it’s important to note that in some Los Angeles zip codes Hispanic density is 99-100%
  • 14. U.S. Top 10 Light Trucks U.S. Top 10 Cars October 2012 (YTD) October 2012 (YTD) YTD Sales YTD Sales F SERIES Ford 489,806 CAMRY Toyota 344,714 SILVERADO Chevrolet 336,939 ACCORD Honda 276,196 CR-V Honda 233,586 ALTIMA Nissan 258,663 RAM PICKUP Ram 230,241 CIVIC Honda 254,716 ESCAPE Ford 219,907 COROLLA/MATRIX Toyota 243,652 EQUINOX Chevrolet 182,249 FUSION Ford 206,855 RAV4 Toyota 145,103 FOCUS Ford 205,006 EXPLORER Ford 132,023 CRUZE Chevrolet 199,721 SONATA Hyundai 192,119 SIERRA GMC 126,749 MALIBU Chevrolet 189,094 GRAND CHEROKEE Jeep 123,994 Source: WardsAuto InfoBank
  • 16. ?Hispanic customers are the largest ethnic segment of the Chevrolet buyer profile ?43.2% of Riverside’s population is Hispanic ?Los Angeles is the nations largest population center of Hispanics ?Los Angeles is the #1 DMA market for national Chevrolet sales to Hispanics ?Chevrolet has an ongoing relationship with the Hispanic car buyer ?Hispanics purchased $13.8 Billion in new vehicles in the first 6 months of 2012 Based on city research, demographics and buying characteristics, Encore Media can safely conclude that with Riverside’s large Hispanic population, there is significant Hispanic buying clout in the county and the surrounding zip codes to the dealership. We therefore recommend that a regular and sustainable Hispanic branding program be launched to reach Spanish speaking car buyers to invite them to the dealership. By doing so, Singh Chevrolet will receive a significant boost in leads, sales, community support and long-term future profits.