Toyota is the overwhelming brand of choice among African-American car buyers, according to a new study by Polk, a Detroit firm that tracks motor vehicle registrations.
But domestic makers are by no means out of the picture. Ford ranks second among African-American motorists, according to the report, with Chevrolet rounding out the Top 3. And the resurgent Buick posted a more than 70% jump in demand among this key buying group. Korean brands are also making big gains.
Scoring with the African-American community is critical, analysts say, considering the group generated 7.4% of all new vehicle registrations in 2010, sales of 641,090 up 11.5% over the year before, (that growth rate well ahead of gains in other ethnic communities).
“With the U.S. population growing faster in the African-American segment than others, there’s a significant opportunity for automotive manufacturers and dealers to begin to align marketing initiatives toward this specific audience,” said Polk product strategist Marc Bland. “Those companies that are ahead of the curve, like Toyota, are already reaping the rewards.”