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straight cash homie
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Cars are still outpacing crossovers in popularity among minority consumers, and African Americans are a fast-growing segment of pickup buyers.

Those are two revelations in IHS Markit registration data for the first half of 2019 that have significant implications for automakers as demographic shifts position ethnic and racial minorities to represent more than half of the U.S. population by 2042.

IHS Markit Chief Diversity Officer Marc Bland, who has warned the industry in the past about basing its advertising to minority audiences on outdated assumptions, has spotted several trends that can guide manufacturers.

For one, Bland said cars are not dead. Japanese brands remain dedicated to cars, and lists of the top 10 vehicles for each ethnic group are peppered with cars.

Secondly, three pickups are among the 10 most popular vehicles among African Americans.

"The industry has been marketing pickups to Hispanics for a long time. But what's new is that African Americans have this newfound, very strong affinity for pickup trucks," Bland told Automotive News. "They're stylish multipurpose vehicles. You can't tell somebody that has a top-of-the-line F-150, Silverado, Ram or even a Sierra Denali, that they don't have a luxury vehicle."

Asian Americans, Bland said, could be the next growth opportunity in the pickup scene, so automakers should create truck campaigns that speak to those consumers.

While Hispanics buy pickups as well, they haven't backed away from cars by any means. The Honda Civic is No. 1 for that demographic, with the Toyota Corolla and Camry also among the top five. And, industrywide, four cars still rank among the leading 10 vehicles.

"Forty percent of the top 10 vehicles overall are cars, but when we move to African Americans, you'll see it is 50 percent," Bland said. "How can the majority of analysts continue to scream out that cars are dead?"

TOP VEHICLES AMONG U.S. ETHNIC GROUPS

African Americans
1 Toyota Camry
2 Honda Accord
3 Honda Civic
4 Ram pickups
5 Ford F series
6 Toyota RAV4
7 Nissan Altima
8 Toyota Corolla
9 Honda CR-V
10 Chevrolet Silverado

Asian Americans
1 Tesla Model 3
2 Toyota RAV4
3 Honda CR-V
4 Toyota Camry
5 Honda Civic
6 Honda Accord
7 Toyota Corolla
8 Lexus RX
9 Honda Odyssey
10 Toyota Highlander

Hispanics
1 Honda Civic
2 Toyota Corolla
3 Toyota RAV4
4 Toyota Camry
5 Chevrolet Silverado
6 Honda Accord
7 Ram pickups
8 Toyota Tacoma
9 Ford F series
10 Honda CR-V

Source: IHS Markit 2019 new-vehicle registration data through June

Cars and crossovers

The Detroit 3 continue to dominate the lucrative pickup segment and churn out crossovers but have mostly pulled back from the car market. This leaves Honda, Nissan and Toyota to capitalize on those openings among minority shoppers.

The most popular car in the industry this year is the Civic, which is the No. 6 overall vehicle, according to IHS Markit new-vehicle registration data through June. The Camry, the Honda Accord and the Corolla also rank in the top 10 industrywide, but cars index even higher among minority groups.

Four of the top six vehicles registered by Asian Americans are cars, with the Tesla Model 3 coming in at No. 1 through June. The Camry, Civic and Accord rank fourth through sixth, respectively, for Asian consumers.

The Civic leads among Hispanic buyers, with the Corolla coming in second. The Camry ranks fourth with Hispanics, while the Accord is at No. 6.

For African Americans, cars account for the top three slots, led by Camry. The Accord is second, and the Civic is third. The Nissan Altima ranks seventh.

With U.S. Census data pointing to minorities becoming a majority in the future, Bland said, it makes sense for the Japanese companies to continue to stick with their household-name cars.

While the Japanese brands invest in cars, they're also a force in the crossover market, outperforming the domestics in the crossover race on an overall basis as well as with ethnic consumers. The Chevrolet Equinox is the only domestic crossover in the top 10 industrywide — at seventh, it trails the No. 4 Honda CR-V and No. 5 Toyota RAV4 — but no domestic crossovers have cracked the top 10 among ethnic buyers in 2019. Bland thinks the stylish Chevy Blazer could make a move into the upper tiers at some point.

Pickup competition

Ram has overtaken the Ford F series as the top pickup choice among African Americans.

Bland attributes this to the redesigned Ram's styling and plush, technology-filled interiors that are commanded by an available 12-inch touchscreen.

The previous-generation Ram 1500 is still around, giving buyers such as young people in the construction business "freedom of choice," Bland said.

"If you cannot step up to the new price point of the new-and-improved Ram, and you still want to be part of the Ram family and you need a pickup truck that can get you from Point A to Point B, then you can get financed on one of those," he said.

Automakers are vying for multicultural consumers in a tight pickup race among the Detroit 3, with the midsize Toyota Tacoma also making its presence known. The Silverado was their pickup of choice in the first half of the year, sitting at No. 7 overall among ethnic buyers. Ram and the F series are eighth and ninth, respectively, followed by the Tacoma at No. 10.

The Tacoma is the most popular midsize pickup among the fast-growing Hispanic demographic.

Model 3

Within the Asian community, Tesla's Model 3 was No. 1 in the first half of 2019 with 19,346 of the electric sedans registered, according to the IHS Markit data.

Asian Americans, the highest-earning group in the country according to Pew Research, have two luxury cars in their top 10 vehicles with the Model 3 and the Lexus RX crossover, which ranked eighth at 8,523 vehicles registered.

"Asians are the luxury leaders in this country," Bland said. "People need to take note of that. When your No. 1 vehicle overall is a luxury electric vehicle at 19,000 units? [Asians are] buying more Tesla Model 3s than ... RAV4s, CR-Vs and Camrys? That should make the news."
My favorite topic, Cars and ethnic buying habits...cue the stereotypes.
 

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I'm surprised the Model 3 is #1 for Asian Americans... the large majority of my social circle is Asian American and I don't see the Model 3 being all that popular.
 

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I'm surprised the Model 3 is #1 for Asian Americans... the large majority of my social circle is Asian American and I don't see the Model 3 being all that popular.
I'm too poor to buy a Tesla. I wanna say the "higher end" tends to buy German... I would also like to note, which side of Asian? Since there are more than plenty of sides.
 

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I'm too poor to buy a Tesla. I wanna say the "higher end" tends to buy German... I would also like to note, which side of Asian? Since there are more than plenty of sides.
I see ML (GLE), X5, X3, 3 series, 5 series being more popular than Model 3.
 

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straight cash homie
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Discussion Starter #5
I'm surprised the Model 3 is #1 for Asian Americans... the large majority of my social circle is Asian American and I don't see the Model 3 being all that popular.
Are all your AA friends just Camry drivers lol...

IDK where you are, but a lot of Asian Americans in California (LA and SF) drive Teslas, since a lot of them work in tech and/or have $$ paying jobs, perhaps mostly the Yappies and younger Mainlanders with $. Older generation still love the Mercedes and the like, but even my HK neighbor replaced their Benz with a Tesla. Regardless, I see more Model 3s more than anything nowadays. Lexus IS has become the $399/month lease special that the Infiniti has been.

Keep in mind, the Model 3 outsold all the other compact luxury sedans so far this year

I'm too poor to buy a Tesla. I wanna say the "higher end" tends to buy German... I would also like to note, which side of Asian? Since there are more than plenty of sides.
Probably Chinese based on the Mandarin name, the ones who went to school and became an engineer, lawyer, doctor, etc. (Asian parents FTW)
 

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Oops, missed the second part of your question. I'm from Hong Kong, just used my Mandarin name for this site. I grew up in NJ and college in Boston, so my parents' friends are pretty much all Chinese but I grew up with a lot of Koreans, Filipinos, and Indians in NJ. I met more Vietnamese people in college, not too many where I grew up.

The popular cars in my family friend circle & relatives are pretty much anything Toyota/Honda and now also Subaru (MDX, Pilot, and Accord are particularly popular). Accord is way more popular than Camry. Civic, CR-V, and Rav4 are pretty popular among my younger friends. The wealthier ones (or their parents) tend to drive C/E/ML class, or 3/5 series/X3/X5. A4 and Q5 have gotten popular, A6 and Q7 not so much for some reason.

Pretty much 90% of the Indians I know have at least one Honda Odyssey. That seems to be a trend. The other 10% drive a Toyota Sienna, LOL.

I think most of my friends are still too young to buy new Teslas. Mostly still in college or have just graduated. A lot of us are living in the city (either Boston or NYC) with no car or living at home and commuting into the city via public transport and sharing cars with parents. I guess in CA, you absolutely need a car, but a lot of my friends don't even have their licenses.
 

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straight cash homie
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Discussion Starter #7
Oops, missed the second part of your question. I'm from Hong Kong, just used my Mandarin name for this site. I grew up in NJ and college in Boston, so my parents' friends are pretty much all Chinese but I grew up with a lot of Koreans, Filipinos, and Indians in NJ. I met more Vietnamese people in college, not too many where I grew up.

The popular cars in my family friend circle & relatives are pretty much anything Toyota/Honda and now also Subaru (MDX, Pilot, and Accord are particularly popular). Accord is way more popular than Camry. Civic, CR-V, and Rav4 are pretty popular among my younger friends. The wealthier ones (or their parents) tend to drive C/E/ML class, or 3/5 series/X3/X5. A4 and Q5 have gotten popular, A6 and Q7 not so much for some reason.

Pretty much 90% of the Indians I know have at least one Honda Odyssey. That seems to be a trend. The other 10% drive a Toyota Sienna, LOL.

I think most of my friends are still too young to buy new Teslas. Mostly still in college or have just graduated. A lot of us are living in the city (either Boston or NYC) with no car or living at home and commuting into the city via public transport and sharing cars with parents. I guess in CA, you absolutely need a car, but a lot of my friends don't even have their licenses.
Toyota and Honda are the go-to brands for Asian families, especially the immigrant ones. Buying anything outside of that, is like leaving the diaspora and popping the bubble. It is very different IMO, than non-Asian families. Trucks are not part of most of our lives that are common to most white, American families.

I totally agree, LA is more of a city that requires a car, though I do try to take the train when it makes better sense than driving and parking, or use ridesharing.
 

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Toyota and Honda are the go-to brands for Asian families, especially the immigrant ones. Buying anything outside of that, is like leaving the diaspora and popping the bubble. It is very different IMO, than non-Asian families. Trucks are not part of most of our lives that are common to most white, American families.

I totally agree, LA is more of a city that requires a car, though I do try to take the train when it makes better sense than driving and parking, or use ridesharing.
It also just depends on their needs. If they are gonna farm they may just use a Tacoma or Tundra but some of the others, my uncle, ended up using a newer GMC Sierra before "downgrading" to a older Chevy Silverado Turbo Diesel.
 

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My favorite topic, Cars and ethnic buying habits...cue the stereotypes.
Isn't it racist to point out race or ethnicity in anything? Well, at least if you're a single white male so I guess you will get a pass from the leftist zealots. :)
 

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Isn't it racist to point out race or ethnicity in anything? Well, at least if you're a single white male so I guess you will get a pass from the leftist zealots. :)
Life is racist. Not much else to expect. 🤷‍♀️
 

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Toyota and Honda are the go-to brands for Asian families, especially the immigrant ones. Buying anything outside of that, is like leaving the diaspora and popping the bubble. It is very different IMO, than non-Asian families. Trucks are not part of most of our lives that are common to most white, American families.

I totally agree, LA is more of a city that requires a car, though I do try to take the train when it makes better sense than driving and parking, or use ridesharing.
Mazda also seems popular in my circle. A couple Volkswagens. But yeah, very few American brands. Me personally, I doubt I'd own anything other than Toyota/Honda/Subaru. I guess I'm your stereotypical Chinese immigrant :)

Now that I'm thinking about it, Honda is actually significantly more popular in my circle than Toyota. Really do wonder why.

A lot of Asian families are big. Therefore it makes more sense to buy a Sienna over a pickup truck and you can sit 8 people while also being able to haul mulch home from Home Depot. You can fit a surprising amount of construction materials and tile in a Sienna. My (Chinese) contractor drives a Sienna too. Most American contractors just drive a Silverado or F-150.
 

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Mazda also seems popular in my circle. A couple Volkswagens. But yeah, very few American brands. Me personally, I doubt I'd own anything other than Toyota/Honda/Subaru. I guess I'm your stereotypical Chinese immigrant :)

Now that I'm thinking about it, Honda is actually significantly more popular in my circle than Toyota. Really do wonder why.

A lot of Asian families are big. Therefore it makes more sense to buy a Sienna over a pickup truck and you can sit 8 people while also being able to haul mulch home from Home Depot. You can fit a surprising amount of construction materials and tile in a Sienna. My (Chinese) contractor drives a Sienna too. Most American contractors just drive a Silverado or F-150.
For Hmong people, the "OG"s typically drive Sienna's, Toyota pickup's of various models, and Camry's. The "kids" will typically drive Honda's and Acura's. The "older kids" will drive the newer Toyotas. Otherwise it is same old same old, Toyota, Honda, Acura, Lexus, Mazda, etc.
 

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straight cash homie
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Discussion Starter #14
Mazda also seems popular in my circle. A couple Volkswagens. But yeah, very few American brands. Me personally, I doubt I'd own anything other than Toyota/Honda/Subaru. I guess I'm your stereotypical Chinese immigrant :)

Now that I'm thinking about it, Honda is actually significantly more popular in my circle than Toyota. Really do wonder why.

A lot of Asian families are big. Therefore it makes more sense to buy a Sienna over a pickup truck and you can sit 8 people while also being able to haul mulch home from Home Depot. You can fit a surprising amount of construction materials and tile in a Sienna. My (Chinese) contractor drives a Sienna too. Most American contractors just drive a Silverado or F-150.
I'm wondering how old you guys are, perhaps you were too young to remember this:

Well, for the Asian guys who are more into cars, Honda is more preferred than Toyota. That's all been the case. When the car scene took off here in LA, it was the Hondas that the "AZNs" and "aZn PrYdE" were driving. In high school and college, Accords, Civics, Preludes and Integras were the cool Asian rides, back before WRXs and Evos were sold here. Camry and Corollas while prevalent were not the cool rides, MR2 and A80 Supra were for the rich kids, and before the world discovered drifting Initial D and used AE86s that used to be dirt cheap.

My sister and BIL has an Odyssey, so she's just like many Asian moms nowadays, they chose that over the Sienna because I guess she was tired of all the Toyotas in our family, since our uncle we could get discounts off ours, and why I have owned two Toyotas.

All the Chinese/Viet contractors drive Toyotas, while the Hispanic/Caucasian would mostly drive American. Caucasian families tend to like bigger SUVs like Chevy Suburbans and Ford Expeditions because its their culture, and for that reason Highlanders and Sequoias exist because of the American companies, as Toyota wouldn't have grown only selling vehicles that cater to Asian tastes obviously.

One exception, my friend's dad who is a contractor from Hong Kong also drove Chevy and Ford trucks oddly as opposed to all the other FOB contractors who drove Toyota (Cars were always imports though).

For Hmong people, the "OG"s typically drive Sienna's, Toyota pickup's of various models, and Camry's. The "kids" will typically drive Honda's and Acura's. The "older kids" will drive the newer Toyotas. Otherwise it is same old same old, Toyota, Honda, Acura, Lexus, Mazda, etc.
Yeah, there's something with Hmongs and Previas lol. Asian immigrants tend to drive what what's popular back in the homeland. Over there, there is hardly Chevy, Ford, or Dodge.


And looking at last year's stats, the Model 3 is the biggest change
 

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I'm wondering how old you guys are, perhaps you were too young to remember this:

Well, for the Asian guys who are more into cars, Honda is more preferred than Toyota. That's all been the case. When the car scene took off here in LA, it was the Hondas that the "AZNs" and "aZn PrYdE" were driving. In high school and college, Accords, Civics, Preludes and Integras were the cool Asian rides, back before WRXs and Evos were sold here. Camry and Corollas while prevalent were not the cool rides, MR2 and A80 Supra were for the rich kids, and before the world discovered drifting Initial D and used AE86s that used to be dirt cheap.

My sister and BIL has an Odyssey, so she's just like many Asian moms nowadays, they chose that over the Sienna because I guess she was tired of all the Toyotas in our family, since our uncle we could get discounts off ours, and why I have owned two Toyotas.

All the Chinese/Viet contractors drive Toyotas, while the Hispanic/Caucasian would mostly drive American. Caucasian families tend to like bigger SUVs like Chevy Suburbans and Ford Expeditions because its their culture, and for that reason Highlanders and Sequoias exist because of the American companies, as Toyota wouldn't have grown only selling vehicles that cater to Asian tastes obviously.

One exception, my friend's dad who is a contractor from Hong Kong also drove Chevy and Ford trucks oddly as opposed to all the other FOB contractors who drove Toyota (Cars were always imports though).


Yeah, there's something with Hmongs and Previas lol. Asian immigrants tend to drive what what's popular back in the homeland. Over there, there is hardly Chevy, Ford, or Dodge.


And looking at last year's stats, the Model 3 is the biggest change
Previa's mostly died out BUT I still see them more than a 90's boxy Ford F150. It's Sienna's that replaced them. Though in the "homeland" they probably drove US Army Jeeps during the war and not much else since my bet is they didn't have vehicles in refugee camps.
 

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For Hmong people, the "OG"s typically drive Sienna's, Toyota pickup's of various models, and Camry's. The "kids" will typically drive Honda's and Acura's. The "older kids" will drive the newer Toyotas. Otherwise it is same old same old, Toyota, Honda, Acura, Lexus, Mazda, etc.
Hmong Original Gangster. Just has a catchy ring to it. Sounds worthy of putting onto a tee shirt.
 

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"Old Guys", the veterans from the Secret War.
They remind me of the Negrito tribesmen in the Philippines. Back in the day, they had full access to the commissary at Clark air base, repayment if you will for their help fighting the Japanese occupation.
 
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