Win with Hispanics: Impact Your Bottom Line! · TRUCKS GAINING FAVOR AMONG TOTAL MARKET AND...

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Win with Hispanics: Impact Your Bottom Line!

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WELCOME

Phil Nussel

Online Editor

Automotive News

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TODAY’S PRESENTERS

Sara HassonSenior Vice President Automotive Strategy & Insights

Dick WilliamsVice PresidentAutomotive Industry Consultant

@hispanic411

WIN WITH HISPANICS:IMPACT YOUR BOTTOM LINE!

#auto411

1 Hispanic Consumer

2 Automotive Marketplace

3 Proprietary Univision/GfK Research

MEET THE HISPANIC CONSUMER

1 IN 5 AMERICANS

ARE HISPANIC

Source: 2016 U.S. Census Population Projections Released in 2014

58MHispanics in the U.S. in 2016

18% of the total population

Hispanic

Source: U.S. Census Bureau 2014 National Projections. *Other includes: AIAN, NHPI, Two or more races.

119Million

16%

19%22%

24%

26% 29%

2010 2020 2030 2040 2050 2060

HISPANICS FUEL U.S. POPULATION GROWTH% of Total U.S. Population

Non-Hispanic White

HispanicAfrican American

AsianOther

Source: U.S. Census Bureau 2014 National Projections. *Other includes: AIAN, NHPI, Two or more races.

119Million

182Million

16%

19%22%

24%

26% 29%

64% 60%

55%

51%

47%

44%

12% 13%

5%9%

3%6%

2010 2020 2030 2040 2050 2060

NON-HISPANIC WHITE POPULATION DECLINING% of Total U.S. Population

Source: U.S. Census Race & Hispanic projections by age 2014 - 2060

BIRTHS DRIVE POPULATION GROWTH, NOT IMMIGRATION

65%

67%69% 70% 72%

35% 33%31% 30% 28%

2015 2020 2030 2040 2050 2060

% of Total U.S. Hispanic Population Growth

26%

74%

Immigration

Births

2026: MAJORITY OF A18-24 WILL BE NON-WHITE

Source: U.S. Census Race & Hispanic projections by age 2014 - 2060

The general market as we know it

is changing, what marketers

once thought of as

“multicultural” media is fast

becoming mainstream

Changing Landscape

San Antonio 58%Miami 53%Los Angeles 51%Houston 40%Phoenix 33%Dallas-Ft. Worth 31%San Francisco 29%New York 28%Chicago 25%

HISPANICS 18-49 ARE A SIGNIFICANT PART

OF THE POPULATION IN MAJOR MARKETS…

Source: The Nielsen Company, 2017 TV Universe Estimates. A18-49

Hispanic % of Population

Albuquerque 49%Denver 24%Philadelphia 14%Raleigh 13%Atlanta 13%Seattle 13%Charlotte 11%Nashville 8%Detroit 5%

…AND POPULATION CONTINUES TO GROW

IN EMERGING MARKETS

Source: The Nielsen Company, 2017 TV Universe Estimates. A18-49

Hispanic % of Population

53

29

82

SUPER CONSUMERS

Sources: (1) Centers for Disease Control and Prevention - National Vital Statistics Reports, Vol. 65 No. 4, June 30, 2016; (2) American Human Development Report - The Measure of America 2013–2014;

(3) U.S. Census Bureau, 2015 American Community Survey 1-Year Estimates

17 years more than

Non-Hispanic White

Hispanic

Life Expectancy

Median Age

Years of Effective

Buying Power36

43

79

NH White

41

34

75

African American

50

37

87

Asian

29

$1.5 TRILLIONHISPANICS HAVE A PURCHASING POWER OF

Growth in Hispanic Households $75k+

vs. +84% Non-Hispanic

+223%

From 2000-2016

RISING INCOMES

Source: Geoscape. American Marketscape Datastream 2016 Series. Produced by the Geoscape ® Intelligence System (GIS). “The data herein contained will be used exclusively for advertising/media decisions related to

Univision. Any other use must be explicitly licensed from Geoscape.”

94%vs. 83% Non-Hispanics

% of Disposable Income Spent

HISPANICS LIVE IN THE NOW!

Source: 2015 IHS Global Insight Hispanic Market Monitor – US. Disposable Income = Consumer Spending.

MORE VALUE: DRIVEN BY LIFESTAGES

3.8 people per Hispanic Household vs. 2.9 for Non-Hispanic

Source: Simmons NCS/NHCS Fall 2016 FY; Base: A 18+. Index to Total Population, next 12 months.

61% More Likely To Buy 1st New Home

53% More Likely To Have 1st Child

60% More Likely To Be Getting Married

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data , CY16, U.S.

$29,900Total $32,100

Hispanic Average Base MSRP

29%Total 30%

Hispanic Lease Penetration

FINANCIALLY VIABLE CONSUMER

31Hispanics

43Non-Hispanics

12 YEARS YOUNGER

Source: 2017 TV Universe Estimates

Average Age

44% OF TOTAL NEW VEHICLE PURCHASERS ARE 55 AND OVER

Source: IHS Automotive Driven by Polk New Vehicle Personal Retail Registrations (Sales and Leases), CY16; U.S.

44%

12%

44%Total

2016 % of New Vehicle Purchasers by Age, U.S.

A18-34 A55+A35-54

44%A55+

44% OF TOTAL NEW VEHICLE PURCHASERS ARE 55 AND OVER69% OF HISPANIC NEW VEHICLE PURCHASERS ARE UNDER 55


44%

12%

44%

16%

53%

31%

Total Hispanic

2016 % of New Vehicle Purchasers by Age, U.S.

A18-34 A55+A35-54

44%A55+

69%A18-54

56%A18-54

18%

24%

58%

18% OF U.S. HISPANICS SPEAK ENGLISH ONLY

Source: 2016 Universe Estimates by language Strata (Language spoken by person) A18-49, US.

English Only

Spanish Only

Bilingual

24% OF U.S. HISPANICS SPEAK SPANISH ONLY

18%

24%

58%


Spanish Only

24%English Only

Spanish Only

Bilingual

58% OF U.S. HISPANICS ARE BILINGUAL

18%

24%

58%

Bilingual

58%


Spanish Only

24%English Only

Spanish Only

Bilingual

SPANISH IS A CHOICE, NOT A NECESSITY

18%

24%

58%

24%

58%

Bilingual

58%

82%Speak Spanish


Spanish Only

24%English Only

82%

Spanish Only

Bilingual

U.S. SPANISH-LANGUAGE USAGE

PROJECTED TO CONTINUE GROWING

HISPANIC A5+ SPEAK ANY SPANISH AT HOME

(IN MILLIONS)

9.4 10.7 11.8

27.430.7

34.0

2014 2019 2024

Source: IHS Economics. Hispanic Immigration and US Economic Growth, February 2015.

+13%+11%

41M46M

37M

Years Younger(31 vs. 43 Non-Hispanic)

12Average Time Between New Vehicle Purchases

vs. 3.4 Years Total Market

Return to Market:

3.4 YearsHispanic New

Vehicle Buyers

Potential for

3+ More

Purchases

THE START OF A BEAUTIFUL RELATIONSHIPValuable, Lifelong Customer

Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK; Age: Source: Medium aged based on The Nielsen Company, 2017 TV Universe Estimates;

Return to market: Polk 1-2Q CY16 Custom Study; New Vehicle Retail Registrations (Sales and Leases), based on Enhanced Ethnic Data

1st Time New Vehicle Buyers

12% of in-market Hispanics (vs. 6% NH)

1 in 5 Spanish-only consumers are buying their 1st new vehicle

HISPANICS ARE ESSENTIAL

TO YOUR GROWTH

@hispanic411 #auto411

HISPANIC NEW VEHICLES PURCHASES HAVE

MORE THAN DOUBLED…

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data , CY16 vs. CY10, U.S.

1.9M2016

802K2010

2XMore than

…AND % OF TOTAL NEW VEHICLE SALES TO

HISPANICS INCREASED +56% Among All Auto Brands


14%2016

9%2010

+56%

SPANISH-LANGUAGE AUTO ADVERTISING

DOUBLES DUE TO STRONG ROI

Source: Ad Intel Analysis, Kantar Media, Stradegy, Miller Kaplan; 2010, 2016

$1B2016

$497M2010

2X

Source: IHS Automotive Driven by Polk , New Vehicle Personal Registrations

(Sales & leases) Enhanced Ethnic Data, CY16 vs. CY15; U.S.

Hispanic

New Vehicle Sales Growth

vs. Total +0.3%

CY15 vs. CY16

100%+4%of Total Growth

Hispanics Represent

TRUCKS GAINING FAVOR AMONG TOTAL

MARKET AND HISPANICS

HispanicTotal

U.S. Car/Truck Ratio

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY16 vs. CY10, U.S.

*Note: Trucks include (CUVs, Pickup Trucks, SUVs, and Vans)

49% 40%

51% 60%

2010 2016

54% 48%

46% 52%

2010 2016

+18%

-18%

+13%

-11%

TRUCKS

CARS

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY10-CY16, U.S.

COMPACT CUV CLOSING THE GAP WITH

COMPACT AMONG HISPANICSSegment Share of Hispanic Sales

Compact

Compact CUV

Midsize

Top 3 SegmentsRepresent

52%of Hispanic New

Vehicle Sales

20%20%

12%

18%

16%

14%

2010 2011 2012 2013 2014 2015 2016

TOYOTA IS #1 HISPANIC BRAND IN MOST STATES

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data CY16, Car and Truck combined U.S.

AND IN 2016, TOP 5 BRANDS CAPTURED

61% OF U.S. HISPANIC NEW VEHICLE SALES IN 2010, TOP 5 BRANDS CAPTURED 63% OF

U.S. HISPANIC NEW VEHICLE SALES

IN 2010, TOP 5 BRANDS CAPTURED 63% OF

U.S. HISPANIC SHARE

63%

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY16 vs. CY10, U.S.

61%20162010

vs. Total 57% vs. Total 54%

U.S. Hispanic Share of Market

INCREASING PERCENT OF SALES TO HISPANICS

% of Total Sales to Hispanics

20162010

8% 14%Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY16 vs. CY10, U.S.

16% 20%vs. Total 18% vs. Total 21%

CHALLENGER BRANDS GAINING SHARE U.S. Hispanic Share of Market

Source: Network: Ad Intel Analysis (Totals include Network, Cable, Syndication) + Spot: Kantar Media, Stradegy, Totals include Spot TV (210 Markets) spending for Tier 1 & 2. 2010, 2016; U.S.

Top 10 Auto Brands Invest

12%of Total TV $ in

Spanish-language TV

PROPRIETARY HISPANIC

AUTO RESEARCH


HISPANIC NEW VEHICLE INTENDERS SHOW

BROADER CONSIDERATION SETS Hispanic vs. Non-Hispanic

Top Three

Japanese

+21%More likely

Leading

Domestic

+12%More likely

+34%More likely

Challenger

Brands

Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC

3.0Hispanic Non-Hispanic

2.9

YET, HISPANIC INTENDERS CONSIDER

THE SAME NUMBER OF MODELSAverage Number of Models Considered

Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC

Upper FunnelBrand Tracker

Lower FunnelIntentions and Shopping

Automotive Brand

Perceptions

New Vehicle Purchase Process and

Shopping Activity

ARE YOUR ADS IMPACTING PERCEPTIONS AND BEHAVIOR?

1st Choice Intention

Shopping

Purchase

Awareness

Familiarity

Opinion

Consideration

Is your Awareness high enough?

Are you building or sustaining your

Opinion?

Are you making Consideration lists?

Are you generating enough traffic?

Is demand translating to sales?

The GfK Purchase Funnel as a Diagnostic Tool

Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC; GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC

30

10

10

44

18

18

31

11

13

23

14

11

TOP JAPANESE BRANDS DO A BETTER JOB CONVERTING OPINION TO FIRST

CHOICE INTENTION THAN DOMESTIC TIER 1 COMPETITORS

Tier 1 Domestic BrandHispanic Non-Hispanic

Awareness(% Very/Somewhat Familiar)

Familiarity(% Very Familiar)

Opinion(% Top-Box)

Consideration(% Top-Box)

Intentions:(All Intenders)

Share of Shops

Share of Sales

Hispanic Non- HispanicTier 1 Import Brand

CHALLENGER BRANDS CREATE MUCH LOWER TOP-BOX OPINION AND WEAKER

CONVERSION OF TO FIRST CHOICE INTENTION

Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC; GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC

15

2

4

18

2

4

Hispanic Non- HispanicTier 2 Import Brand

14

4

2

21

3

2

Hispanic Non- HispanicTier 2 Domestic Brand



Opinion(% Top-Box)



Share of Shops

Share of Sales

2

1

1

1

1

2

2

2

2

2

7

8

9

9

9

7

7

7

7

6

1

1

1

1

1

1

2

Fuel Efficient

Safety

Advanced Technology

Attractive Styling

Driving Performance

Value for the Money

Quality

Retains its Resale

Willing to Pay More

Fits My Personality

Above Average Average Below Average

HISPANICS RATE MOST KEY BRANDS

AVERAGE ON IMAGE ATTRIBUTES


# of Brands - Image Attribute Ratings

1

1

1

1

1

2

6

10

9

10

8

9

10

8

8

6

3

2

1

1

2

Adventurous

Modern

Innovative

Practical

Exciting

Unique

Trusted

Intelligent

Premium

Proud to Own

Above Average Average Below Average

HISPANICS RATE MOST KEY BRANDS

AVERAGE ON PERSONALITY ATTRIBUTES


# of Brands - Personality Attribute Ratings

PRIMARY DRIVERS OF HISPANIC OPINION OF

CORE BRANDS


RATIONAL DRIVERS EMOTIONAL DRIVERS

Quality

Driving Performance

Fits My Personality

Safety

Proud

Premium

Trusted

Intelligent

Unique

Of Hispanics

Plan to Buy a New

Vehicle in Next 5 Years

Of Hispanic Intenders

Plan to Purchase in the

Next Year

More Likely to Purchase

Within the Next Year

than Non-Hispanics

HISPANIC INTENDERS MORE LIKELY TO BE

PURCHASING IN THE NEAR-TERM


45% 64% 10%

WHAT BRANDS DO HISPANICS PLAN TO BUY? % of New Vehicle Intentions

Top Three

Japanese

37%1st Choice

Leading

Domestic

24%1st Choice

14%1st Choice

Challenger

Brands


Hispanic Intenders

More Likely to be

First Time NEW Vehicle Buyers

Spanish Only Hispanics are

73%2XMore Likely to be

First Time NEW Vehicle Buyers than Bilingual Hispanics


WHAT ARE THE TOP TEN SEGMENTS FOR INTENTION

AND SHOPPING FOR HISPANIC INTENDERS?

Compact Car

Midsize SUV

Compact CUV

Upper Middle

Full-size Pickup

Compact Car

Midsize SUV

Upper Middle

Compact CUV

Full-size Pickup

Among Top-Ten Segments


SEGMENT INTENDED SEGMENT SHOPPED

Near-Entry Luxury

Full-size SUV

Lower Middle

SUV Premium Midsize

Entry Car

Near-Entry Luxury

Full-size SUV

Lower Middle

SUV Premium Midsize

Mid-Prestige Luxury

5% 5%

4%3%

3%2% 2% 2% 2% 2% 2% 1% 1% 1% 1%

HISPANIC FIRST CHOICE INTENTION Top 15 Models - Share of Hispanic Industry Intention


BIG THREE JAPANESE BRANDS DOMINATE

THE TOP MODELS AMONG HISPANICS

AccordCamry Corolla Civic F-Series Focus Altima EscapeExplorer CR-VSilverado 4Runner Prius Camaro Wrangler

6%

5%

4%3%

3%

2% 2% 2% 2% 2%

4%

6% 6%

2%

4%

1%

1%2%

2%

0%

Bilingual

Spanish Only

THE 1ST CHOICE INTENTION MODELS FOR BILINGUAL INTENDERS

CamryAccord Corolla F-Series Civic Prius Silverado Explorer 4Runner Edge


HISPANIC FIRST CHOICE INTENTION Top 10 Models of Bilingual Intenders

4%

5%

3%

1%

6%

1%

2%1% 1%

3%

6% 6%

4%4% 4% 4%

2%

2% 2% 2%

Bilingual

Spanish Only

AMONG SPANISH-ONLY INTENDERS THE TOP TEN 1st CHOICES INCLUDE SOME OTHER MODELS

CamryCorolla Civic Focus Accord C-Max 4Runner Altima CR-V F-Series

HISPANIC FIRST CHOICE INTENTION Top 10 Models of Spanish-Only Intenders


56%

54%

40%

39%

38%

38%

38%

37%

36%

34%

33%

31%

29%

26%

14%

11%

Quality

Trust This Brand

Safety

Fits My Personality

Exterior Styling/Appearance

Fuel Economy

Interior Look And Feel

Performance/Handling/Ride

Value

Features And Technology

Interior Room/Cargo Capacity

Brand Image/Prestige

Previous Experience/Ownership

Price/Incentives

Manufacturer/Dealer Financing

Dealership

QUALITY AND TRUST TOP THE STATED REASONS

FOR HISPANICS SELECTING THEIR FIRST CHOICE



of Hispanics Actively

Shopped for a New Vehicle

in the Past 90 Days

17%

Checked

Inventory

Requested

Price

Quote

Took a

Test

Drive

Camry

Accord

Civic

Corolla

Altima

F-Series Pickup

4Runner

Focus

Escape

Cruze

Camry

Accord

Civic

Corolla

Altima

F-Series Pickup

Focus

4Runner

Fusion

C-MAX

Camry

C-MAX

Accord

Corolla

Civic

Altima

Focus

Equinox

Impala

RAV4

WHAT MODELS ARE HISPANICS SHOPPING FOR?

HISPANICS BILINGUALS SPANISH ONLY


HISPANICS SHOP AT PARITY WITH NON-HISPANICSAverage Number of Models Shopped for in the Past 90 Days


Note: Participants can select up to 5 Makes/Models

2.4Hispanic Non-Hispanic

DEALERSHIP EXPERIENCE IMPORTANT TO HISPANICSAmong % Extremely/Very Important

Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK

Dealer Offers Competitive Prices 83% 81%

Having Trust In The Dealership 80% 78%

Dealership Makes You Comfortable 80% 73%

Dealer Offers Good Finance Options 79% 72%

Visiting A Dealership 72% 68%

Previous Experience With Dealer 57% 55%

Hispanic Non-Hispanic

LUXURY MARKETPLACE


NEW VEHICLE SALES TO HISPANICS INCREASING

ALL NEW VEHICLES NEW VEHICLES WITH $30K+ MSRP NEW LUXURY VEHICLES

1.9M2016

802K2010

708K2016

307K 2010

184K2016

89K 2010


Luxury brands: Acura, Audi, BMW, Cadillac, Genesis, Jaguar, Infiniti, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche, Volvo.

2X 2X 2XMore than More than More than

Source: AdIntel Analysis, 2013, 2016 U.S. Totals include Network and Cable spending for Tier 1 & 2 in U.S. No individual dealers. KANTAR, Stradegy Analysis 2013, 2016. Totals Include Spot TV spending for

Tier 1 & 2. Local Markets Include Radio Spending: Miller Kaplan X-Ray, 2013, 2016.

$28M2016

$6M2013

4X

LUXURY BRANDS INVESTING IN SPANISH-LANGUAGE MEDIASpanish-language TV/ Radio Investment

More than

46% OF TOTAL NEW LUXURY VEHICLE

PURCHASERS ARE 55 AND OVER67% OF HISPANIC NEW LUXURY VEHICLE

PURCHASERS ARE UNDER 55


Luxury Brands Include: Acura, Audi, BMW, Cadillac, Genesis, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, & Volvo

9%

45%46%

13%

54%33%Total Hispanic

2016 % of New Luxury Vehicle Purchasers by Age, U.S.

A18-34 A55+A35-54

46%A55+

67%A18-54

54%A18-54

Source: IHS Automotive Driven by Polk , New Vehicle Personal Registrations (Sales &

leases) Enhanced Ethnic Data, CY16 vs. CY10; U.S.; Luxury Brands Include: Acura, Audi,

BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, & Volvo

16%of Total

Luxury Growth

11%of Total New Luxury

Vehicle Sales

Hispanics are

More Likely to

Buy Luxury as a First New Vehicle

than Total Market

49%

Source: IHS Automotive driven by Polk Loyalty Analytics Tool, Total US, CY16. The data only contains and evaluates households in a given time period who are returning to market to purchase a new

vehicle (sales and leases), where the last vehicle purchased was also a new vehicle (sales and leases). New Vehicle Entrants are new vehicle buyers who are first time new vehicle buyers, most

recent previous vehicle purchase was used, previous new vehicle purchase was over 10 years ago.

IHS Automotive driven by Polk, New Vehicle Personal Registrations (Including Leases) Enhanced Ethnic Data, CY16, US.

MERCEDES AND LEXUS TIED FOR #1 LUXURY BRANDHispanic Share of Luxury Market, U.S. CY13 – CY16

19%19%

15%

19%

CY13 CY14 CY15 CY16

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY13 – CY16, U.S. Luxury Brands include: Acura, Audi, BMW, Cadillac, Genesis, Infiniti,

Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, & Volvo.

68

Change +/-

CY13 – CY16

0

4

MERCEDES AND LEXUS TIED FOR #1 LUXURY BRANDHispanic Share of Luxury Market, U.S. CY13 – CY16

19%19%

15%

19%

21%

17%

8%

10%10%

9%

7%7%8%

6%

CY13 CY14 CY15 CY16

Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data, CY13 – CY16, U.S. Luxury Brands include: Acura, Audi, BMW, Cadillac, Genesis, Infiniti,

Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, & Volvo.

69

Change +/-

CY13 – CY16

+4

-4

+2

-1

-2

PROPRIETARY HISPANIC AUTO RESEARCH - LUXURY



30%of Hispanic Intenders

Have a Luxury Vehicle in Their Consideration Set

vs. 29% Non-Hispanic

AUDI AND LEXUS ACHIEVE HIGH TOP-BOX OPINION LEVELS

Audi Lexus


36

2

2

35

3

1

29

2

2

35

2

3

Hispanic Non-Hispanic Hispanic Non-Hispanic



Opinion(% Top-Box)



Share of Shops

Share of Sales

QUALITY AND TRUSTED LEAD PRIMARY DRIVERS

OF HISPANIC OPINION OF LUXURY BRANDS


RATIONAL DRIVERS PERSONALITY DRIVERS

Quality

Driving Performance

Safety

Advanced Technology

Trusted

Practical

Premium

REASONS FOR FIRST CHOICE PREFERENCE

AMONG HISPANIC LUXURY INTENDERS

15%

19%

19%

23%

29%

30%

31%

41%

41%

44%

47%

47%

47%

54%

55%

65%

Dealership

Price/Incentives

Manufacturer/Dealer Financing

Previous Experience/Ownership

Value

Fuel Economy

Interior Room/Cargo Capacity

Brand Image/Prestige

Performance/Handling/Ride

Fits My Personality

Safety

Interior Look and Feel

Features and Technology

Exterior Styling/Appearance

Trust This Brand

Quality


LUXURY VEHICLE AS

FIRST CHOICELuxury % of New Vehicle Intentions


17%Hispanic

30%

3 IN 10 HISPANIC SHOPPERS HAVE

SHOPPED FOR A LUXURY VEHICLELuxury % of New Vehicle Shoppers

Hispanic

TOP-10 MODEL INTENTION AND SHOPPING LISTS ARE NOT LIMITED

TO NEAR AND ENTRY LUXURY MODELS

Acura MDX

BMW 3-Series/4 Series

Audi A4/S4

Audi A3/S3

BMW 5-Series

BMW 7-Series

Acura TLX

Lexus RX

Acura ILX

Audi Q7

BMW X5

BMW 3-Series/4 Series

BMW 5 Series

Audi A4/S4

Cadillac Escalade

Audi Q7

BMW 7 Series

Cadillac ATS

Infiniti GS

Acura RDX


TOP 10 MODELS INTENDED TOP 10 MODELS SHOPPED

KEY TAKEAWAYS

Young, aspirational, upwardly

mobile Hispanics drive population

and industry sales growth

Spanish is key to building trust and

building consideration, opinion

and intention

Impact your bottom line by

making Hispanic a strategic

growth initiative!

Strong opinion leads to first choice

intention which improves sales

performance

Opinion formation and brand trust

are influenced by the same factors

for both luxury and non-luxury

Hispanics are more likely to be

near-term and first time buyers

QUESTIONS


For More Information, Please Contact:

Sara Hasson, SVP Auto Strategy & InsightsUnivision Communications, Inc.

[email protected]

Dick Williams, VP, Automotive Industry ConsultantGfK [email protected]

www.univision.net/auto

@hispanic411

#auto411

THANK YOU

The recorded webinar will be available for 12 months at www.autonews.com/powertraining.

You will receive an e-mail when it is available.

Email additional comments/questions to [email protected].

http://www.autonews.com/powertraining

mailto:[email protected]

Win with Hispanics: Impact Your Bottom Line! · TRUCKS GAINING FAVOR AMONG TOTAL MARKET AND...

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