2012 hispanic impact on chevrolet vehicle sales


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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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2012 hispanic impact on chevrolet vehicle sales

  1. 1. Prepared by John A. LopezDir. New Business DevelopmentEncore Automotive Media December 1, 2012310 877-5689 Encore Media 10736 Jefferson Blvd., Ste 936 Culver City, CA 90232 Mobile [310] 877-5689
  2. 2. HISPANICS PURCHASED $13.8 BILLION IN NEW VEHICLES THE FIRST 6 MONTHS OF 2012The Hispanic contribution to New Vehicle sales fromJanuary to June 2012 was $13.8 billion; this figurerepresents approximately $28 billion on an estimatedprojected annual basis.Toyota, Nissan, Honda, Chevrolet and Ford were thetop five brands preferred by Hispanic consumers duringthat time period.Hispanic consumers are as likely to buy Japanesemidsize sedans as they are to purchase small, fuel-efficient American cars, according to Polk, and are asattracted to Ford F-series pickups as they are toChevrolet Silverado’s and Ram trucks. Marc Bland: Polk Research
  3. 3. Riverside County is43.2% 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. 4. Lets see why Hispanics are such animportant Part of the Automotive Sales Segment.
  5. 5. Hispanics in Los Angeles nowPopulation 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. 6. MEDIA: TELEVISIONResearch shows that Hispanicfamilies are larger and in factwatch TV together. Meaningyour message can reachmultiple demographics at thesame time. Telemundo FAM Study 2012
  7. 7. The biggest segments for Hispanics are pickupscompacts, midsize cars, compact crossovers.These segments are setting the stage for theredesigned Malibu, as well as a brand-new platformfor Chevrolet Silverado and the Cruze. Chevrolet’sfocus on space, miles per gallon, styling andtechnology are key features that resonate strongly Chevy is the # 1 Sellingwith Hispanic consumer. Domestic Brand Among Latinos Tia Hardeman, Marketing Manager GM.
  9. 9. 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 ToyotaU.S. Light Vehicle Sales Source: WardsAuto ©2012
  10. 10. 2010 Pew Hispanic Research
  11. 11. The Hispanic population in the UnitedStates grew by 43% in the lastdecade, surpassing 50 million andaccounting for about 1 out of 6Americans, according to the U.S.Census Bureau.Overall, Hispanics accounted for morethan half of the 27.3 million U.S.population increase since 2000In Los Angeles County Mexicans make up11% of the overall total. However, it’simportant to note that in some Los Angeleszip codes Hispanic density is 99-100%
  12. 12. U.S. Top 10 Light Trucks U.S. Top 10 Cars October 2012 (YTD) October 2012 (YTD) YTD Sales YTD SalesF SERIES Ford 489,806 CAMRY Toyota 344,714SILVERADO Chevrolet 336,939 ACCORD Honda 276,196CR-V Honda 233,586 ALTIMA Nissan 258,663RAM PICKUP Ram 230,241 CIVIC Honda 254,716ESCAPE Ford 219,907 COROLLA/MATRIX Toyota 243,652EQUINOX Chevrolet 182,249 FUSION Ford 206,855RAV4 Toyota 145,103 FOCUS Ford 205,006EXPLORER Ford 132,023 CRUZE Chevrolet 199,721 SONATA Hyundai 192,119SIERRA GMC 126,749 MALIBU Chevrolet 189,094GRAND CHEROKEE Jeep 123,994 Source: WardsAuto InfoBank
  13. 13. Findings/Conclusions
  14. 14. •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 2012Based on city research, demographics and buying characteristics, Encore Media can safelyconclude that with Riverside’s large Hispanic population, there is significant Hispanic buyingclout in the county and the surrounding zip codes to the dealership. We therefore recommendthat a regular and sustainable Hispanic branding program be launched to reach Spanishspeaking car buyers to invite them to the dealership. By doing so, Singh Chevrolet will receivea significant boost in leads, sales, community support and long-term future profits.