Women Leaders Driving Growth in the Automotive Industry
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Automotive Industry Changing Landscapes
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Women Leaders Driving Growth in the Automotive Industry
- 1. © 2016 IHS. ALL RIGHTS RESERVED. AUTOMOTIVE INDUSTRY CHANGING LANDSCAPES JUNE 2016 Marc Bland – VP, Diversity & Inclusion Marc.Bland@ihs.com
- 2. © 2016 IHS. ALL RIGHTS RESERVED. SaidAnotherWay…
- 3. © 2016 IHS. ALL RIGHTS RESERVED. Marc Bland Who am I? • Husband • Father of Four • DPS Graduate • Former Football Player • Traveler • Fisherman • Classic Car DriverVice President, Diversity & Inclusion IHS Automotive • Power Tool / Remodeling Fanatic
- 4. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Felicia J. Fields Group VP – HR Pamela Alexander Director – Community Development Raj Register Manager – Multicultural Communications
- 5. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Susan Case Manager – Retail Planning / Dealer Network Rhonda Bolton Head of Corporate Diversity Gina Jorge Head of Multicultural Marketing
- 6. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Pam Rodgers CEO Rodgers Chevrolet Anika Jackson Prestige Auto Group CEO – Jackson Land Holding Jenell Ross President Bob Ross Auto Group TheAutoDealers
- 7. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Thasunda Brown Duckett CEO Chase Auto Finance Kathy Gilbert Director – Sales & Bus. Dev. CDK Global Jody Devere CEO AskPatty.com Shelly Yamane President and Chief Strategic Officer. Muse Communications
- 8. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Ayiko Broyard Lexus Diversity Marketing Walton Isaacson Agency Alva Mason Director African American Strategy Toyota
- 9. © 2016 IHS. ALL RIGHTS RESERVED. WOMEN LEADERS IN AUTOMOTIVE Alicia Boler-Davis Exec. VP Global Manufacturing Mary Barra CEO and Chairman Crystal Windham Director of Design Celeste Briggs Director Women’s Dealer Network Chairwoman
- 10. © 2016 IHS. ALL RIGHTS RESERVED. AUTOMOTIVE OPPORTUNITIES FOR WOMEN ARE UNLIMITED CEO / Chairwoman STRATEGY Leadership Vehicle Design Leadership Global MANUFACTURING Executives MARKETING ExecutivesAGENCY Partners Community Development Executives Auto Finance Leadership Dealership Principles Retail Network Planning Leadership Women are also DRIVING THE AUTOMOTIVE INDUSTRY By Purchasing New Vehicles
- 11. © 2016 IHS. ALL RIGHTS RESERVED. The U.S. Auto Industry is Strong and Continues To Grow 14% Growth 9% Growth 6% Growth 5% Growth
- 12. © 2016 IHS. ALL RIGHTS RESERVED. Women New Vehicle Growth Outpacing Men 5% 9% INDUSTRY WOMEN MEN 5% 2% 9% GROWTH R.O.I. 77% More growth than Industry 260% More growth than Men The above does not include 85% Influence Factor Women have on ALL Vehicle Purchases
- 13. © 2016 IHS. ALL RIGHTS RESERVED. 1.5 PPT Increase
- 14. © 2016 IHS. ALL RIGHTS RESERVED. Top Brands Industry Vs. Women 14 Rank Make Volume 2015 Year End Industry Share Industry Share Change 1 TOYOTA 1,821,642 13.4% -0.3% 2 FORD 1,589,549 11.7% -0.1% 3 CHEVROLET 1,429,002 10.5% 0.5% 4 HONDA 1,357,380 10.0% -0.3% 5 NISSAN 1,032,532 7.6% 0.0% 6 JEEP 701,173 5.2% 0.6% 7 HYUNDAI 571,123 4.2% -0.2% 8 SUBARU 539,659 4.0% 0.3% 9 KIA 525,740 3.9% 0.0% 10 GMC 432,313 3.2% 0.2% 11 DODGE 341,641 2.5% -0.6% 12 RAM 339,741 2.5% 0.0% 13 LEXUS 308,699 2.3% 0.1% 14 MERCEDES-BENZ 294,567 2.2% 0.0% 15 VOLKSWAGEN 292,267 2.2% -0.2% Industry Personal Volume = 13,545,741 INDUSTRY TOP 20 - BASED ON VOLUME Rank Make Volume 2015Year End WM Share WM Share Change 1 TOYOTA 721,438 14.0% -0.2% 2 HONDA 593,881 11.5% -0.3% 3 FORD 512,344 9.9% -0.3% 4 NISSAN 468,621 9.1% 0.1% 5 CHEVROLET 464,003 9.0% 0.4% 6 JEEP 277,062 5.4% 0.8% 7 HYUNDAI 256,890 5.0% -0.3% 8 KIA 250,686 4.8% 0.0% 9 SUBARU 233,033 4.5% 0.3% 10 LEXUS 127,786 2.5% 0.1% 11 DODGE 121,830 2.4% -0.7% 12 MAZDA 118,157 2.3% 0.0% 13 GMC 116,731 2.3% 0.2% 14 VOLKSWAGEN 114,825 2.2% -0.2% 15 MERCEDES-BENZ 105,781 2.0% 0.0% Industry Personal Known GenderVolume =5,170,531 Women's TOP 20 - BASED ON VOLUME 17
- 15. © 2016 IHS. ALL RIGHTS RESERVED. Women Share of Brand Leaders – 2015 CYE New LV Registrations Rank Brand Women (WM) Volume WM Share of Brand Gross Contribution to Brand ($ Millions) 1 MINI 24,177 51% $604 2 KIA 250,686 51% $6,267 3 MITSUBISHI 37,609 50% $940 4 NISSAN 468,621 49% $11,716 5 HONDA 593,881 48% $14,847 6 BUICK 83,787 48% $2,095 7 FIAT 14,599 48% $365 8 HYUNDAI 256,890 48% $6,422 9 LEXUS 127,786 46% $3,195 10 SUBARU 233,033 46% $5,826 11 MAZDA 118,157 45% $2,954 12 ACURA 65,053 45% $1,626 13 VOLVO 21,287 44% $532 14 TOYOTA 721,438 44% $18,036 15 VOLKSWAGEN 114,825 43% $2,871 Gross Contribution = New Vehicle Volume X $25K per unit Volume based on known gender new registrations
- 16. © 2016 IHS. ALL RIGHTS RESERVED. Ethnic Consumers - Leading New Vehicle Growth – Industry View (All Consumers) If investing for growth … The ethnic consumer is an EXCELLENT place to start. 80% More growth 20% More growth 180% More growth 120% More growth 6
- 17. © 2016 IHS. ALL RIGHTS RESERVED. Ethnic Consumers - Leading New Vehicle Growth – Women If investing for growth in the Women’s Market… A focus on All Women is an EXCELLENT place to start. 33% More growth -11% Vs Women Industry 89% More growth 56% More growth 6
- 18. © 2016 IHS. ALL RIGHTS RESERVED. 18 Top Models for Industry and Women One Size Does Not Fit All Rank Industry - All 1 FORD F SERIES 2 CHEVROLET SILVERADO 3 RAM Full Size PU 4 TOYOTA CAMRY 5 HONDA CR-V Women Industry HONDA CR-V HONDA CIVIC TOYOTA RAV4 TOYOTA COROLLA TOYOTA CAMRY African American Women NISSAN ALTIMA TOYOTA CAMRY TOYOTA COROLLA HONDA ACCORD NISSAN SENTRA Asian Women TOYOTA CAMRY TOYOTA RAV4 HONDA ACCORD HONDA CR-V HONDA CIVIC Hispanic Women TOYOTA COROLLA HONDA CIVIC HONDA ACCORD NISSAN SENTRA TOYOTA RAV4 Top Lux Model #45 LEXUS RX #38 LEXUS RX #58 CADILLAC SRX #9 LEXUS RX #45 LEXUS IS
- 19. © 2016 IHS. ALL RIGHTS RESERVED. A Method to Quantify and Monetize Your Women New Vehicle Opportunity Total Women Volume (Industry - All Brands) 1,000 Make BrandAorMarketB 2015 Industry Share 40.0% 2015 Women Share 30.0% Industry Share Vs. Women Share -10.0% 2015Brand Personal Volume 400 2015 Brand Women Volume 300 Brand Women Volume if at Industry Share 400 Women Volume Gain orLoss -100 Women Gain orLoss X $32,000PerUnit -$3,200,000 1. Helps address the “Expected ROI” question 2. Supports Women’s Initiative Funding
- 20. © 2016 IHS. ALL RIGHTS RESERVED. Closing Comments And Questions