Women's Car Study: Different Ethnicity, Different Preferences (Part I)

The VW Jetta is the top European model with both African American and Hispanic women.  

The BMW 328 is the top European model purchased by Indian women.

The Mercedes-Benz S-Class is the top European model purchased by Asian women.

Not only are women making waves in corporate America, but this group, specifically ethnic women are steering today's car sales. Ethnic women have increased their new-vehicle purchase share 4.7 percentage points, moving from 40.7% in 2006 to 45.4% in 2010. This growth is nearly double the rate of white women overall, according to R. L. Polk. In fact, Indian women purchase more vehicles than their male counterparts. And Asian women aren't too far behind their male counterparts, purchasing nearly 49 percent of new-vehicles in their community. Forty-eight percent of African-American women and 41.6% of Hispanic women make new-car buying decisions.

Ironically, Asian women are more than likely to support their own brands (Honda, Toyota, Hyundai, Kia) since domestic (GM, Ford and Chrysler) vehicles are not high on their shopping list. Conversely, Hispanic and African American women are helping to drive the sales of the domestic makes.

Stay tuned for Part II of this revealing study.