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This webinar will begin momentarily.
Win with Hispanics: Impact Your Bottom Line!
Presented By
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
Source: IHS Automotive Driven by Polk New Vehicle Personal Retail Registrations (Sales and Leases), CY16; U.S.
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%
Source: 2016 Universe Estimates by language Strata (Language spoken by person) A18-49, US.
Spanish Only
24%English Only
Spanish Only
Bilingual
58% OF U.S. HISPANICS ARE BILINGUAL
18%
24%
58%
Bilingual
58%
Source: 2016 Universe Estimates by language Strata (Language spoken by person) A18-49, US.
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
Source: 2016 Universe Estimates by language Strata (Language spoken by person) A18-49, US.
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
Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data , CY16 vs. CY10, U.S.
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
@hispanic411 #auto411
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
Awareness(% Very/Somewhat Familiar)
Familiarity(% Very Familiar)
Opinion(% Top-Box)
Consideration(% Top-Box)
Intentions:(All Intenders)
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
Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC
# 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
Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC
# of Brands - Personality Attribute Ratings
PRIMARY DRIVERS OF HISPANIC OPINION OF
CORE BRANDS
Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
HISPANICS SHOP AT PARITY WITH NON-HISPANICSAverage Number of Models Shopped for in the Past 90 Days
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
@hispanic411 #auto411
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
Source: IHS Automotive Driven by Polk, New Vehicle Registrations (Personal Retail includes Leases) Enhanced Ethnic Data , CY16 vs. CY10, U.S.
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
Source: IHS Automotive Driven by Polk New Vehicle Personal Retail Registrations (Sales and Leases), CY16; U.S.
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
@hispanic411 #auto411
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC
36
2
2
35
3
1
29
2
2
35
2
3
Hispanic Non-Hispanic Hispanic Non-Hispanic
Awareness(% Very/Somewhat Familiar)
Familiarity(% Very Familiar)
Opinion(% Top-Box)
Consideration(% Top-Box)
Intentions:(All Intenders)
Share of Shops
Share of Sales
QUALITY AND TRUSTED LEAD PRIMARY DRIVERS
OF HISPANIC OPINION OF LUXURY BRANDS
Source: GfK Hispanic Auto Brand Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
LUXURY VEHICLE AS
FIRST CHOICELuxury % of New Vehicle Intentions
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
Source: GfK Hispanic Lower Funnel Auto Tracker Q4 2016 © GfK Custom Research, LLC
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
@hispanic411 #auto411
For More Information, Please Contact:
Sara Hasson, SVP Auto Strategy & InsightsUnivision Communications, Inc.
Dick Williams, VP, Automotive Industry ConsultantGfK [email protected]
www.univision.net/auto
@hispanic411
#auto411
THANK YOU
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