2015 Automotive Diversity Scorecard

Rainbow PUSH Automotive Project An Initiative of the Citizenship Education Fund

Survey Goal

Since the inception of the first Automotive Diversity Survey in 2001, Rainbow PUSH/CEF has conducted a confidential survey of automotive manufacturers every two years. The content of the survey has evolved over time to incorporate additional indicators of a manufacturer’s commitment to diversity.

This survey provides the automotive manufacturer’s leadership team an opportunity for self-evaluation as it relates to diversity within their companies. In turn, it provides the Rainbow PUSH/CEF Automotive Project an aggregate report summary to serve as a resource for consultation regarding best practices in the industry.

Our diversity commitment indicators are:

• Employment and Corporate Leadership

• Advertising

• Marketing

• Procurement

• Dealer Development

• Philanthropy

Introduction Throughout this report, the term “diversity” refers only to people of color, specifically – African Americans, Asians, Hispanics/Latinos and Native Americans.

The diversity scorecard was developed in 2012 to provide a snapshot of each manufacturer’s success at building and sustaining ethnic diversity and inclusion, with a primary focus on people of color.

The Scorecard reflects the most visible indicators of an OEM’s commitment to ethnic diversity. The 2015 scorecard is based on OEM responses to the 2014 survey, mailed in December 2014 to the top sales volume OEMs for people of color:

General Motors

Ford Motor Company

FCA (Fiat Chrysler Automobiles)

Toyota Motor Company

Nissan North America

Honda North America, Inc.

Hyundai Motor America

Kia Motors America

BMW North America

Volkswagen Group of America

Mercedes-Benz USA

Subaru of America

Scoring Methodology

Scoring is based on four types of data obtained directly from the 2014 Automotive Diversity Survey:

1. Percentages, rather than raw numbers.This helps create a level-playing field for manufacturers, regardless of their size.

2. Growth over time. For this year’s scorecard, growth is based on the percent change: 2014 vs. 2012. It is particularly important to track the percent change over time, given the sales contribution of ethnic people of color to the auto industry. For year-end 2014, African Americans, Asians and Hispanics/Latinos represented 26% of U.S. sales – that’s nearly 1 out of 3 NEW vehicle purchases. In addition, these consumers are contributing more to growth in the auto industry than the general market.

3. Oversight/accountability. For specific scorecard factors, this includes, but not limited to, having established diversity goals, executive compensation tied to diversity goals, tracking performance against diversity goals, and the existence of a diversity board/committee

4. EngagementUsing available ethnic resources to improve performance in the six diversity areas – e.g., Rainbow PUSH/CEF, NAMAD, National Council of LaRaza, NMSDC, 4As, HBCUs, ethnic-owned search firms, national professional associations, etc.

Survey Participants

OEM

Ford Motor Company

Toyota Motor North America

FCA (Fiat Chrysler Automobiles US)

General Motors

Honda North America

Volkswagen Group of America

Hyundai Motor America

Subaru of America

Nissan North America

Kia Motors America

BMW North America

Mercedes-Benz USA Non-participant due to relocation; no information provided for scorecard

Scorecard Factors

✓Employment

✓Advertising

✓Marketing (including Auto Shows)

✓Procurement

✓Philanthropy

✓Dealer Development ** Under Dealer Development, some data was provided by NAMAD.

Scoring

Automotive company reflecting best practices for ethnic diversity using

RPC/CEF criteria: Disclosure of goals, initiatives and dollar

investments with some accountability and growth.

(based on survey and other confidential information provided to RP/CEF)

Some indication of ethnic diversity evident (goals, initiatives,

accountability). Not all dollar investments, key figures and other scorecard factors disclosed either

on the survey or directly to RPC/CEF

Diversity initiatives and investments non-existent, not disclosed, or did

not provide enough relevant information for scoring; did not

submit a completed questionnaire.

Ford

Toyota

General Motors

FCA

BMW

Subaru

Nissan

Honda

Hyundai

Kia

VW

Mercedes Benz

Rainbow PUSH/CEF 2015 Automotive Diversity Scorecard

Employment

Advertisin

g

Marketin

gProcurem

ent

Dealers*

Philanthrop

y

Reflects best practices for ethnic diversity using RPC/CEF criteria. Release of goals, initiatives and investments with some accountability (based on survey and other confidential information provided to RP/CEF)

Some indication of diversity evident (goals, initiatives, accountability). Not all dollar investments, key figures and other scorecard factors disclosed

Diversity initiatives and investments non-existent, not disclosed or did not provide enough relevant information for scoring; did not submit a completed survey