Earlier this year, on the eve of the 2019 North American International Auto Show, the National Association of Minority Automobile Dealers (NAMAD) held a special ceremony in Detroit to recognize top-performing automotive brands that are driving sales with multicultural consumers.
NAMAD presented awards to automotive brands whose vehicles had the highest number of new-vehicle registrations among African-American, Hispanic, Asian Pacific Islander, Native American, and LGBT drivers based on market data from IHS Markit. Honda was awarded four Diversity Volume Leadership Awards, including the most sought-after Diversity Volume Leadership honor—the Top Overall Ethnic Vehicle, an honor bestowed upon the Honda Civic.
This is the second straight year the Civic has earned the top honor, and the third consecutive year that Honda has taken the title. In 2016, the Honda Accord was the leader among minority buyers. Although the overall automotive market has a seen a shift toward the crossover segment, sedans still rank high on the shopping lists of minority buyers. This most likely has a lot to do with choice, as Marc Bland, IHS Markit’s vice president of diversity and inclusion, states, “The brands that are offering the most choice, I think, are going to win in the long run because of this freedom of choice.”
The Honda Civic was also named the top ethnic vehicle in the West region, and as the overall volume leader with Hispanic buyers. Not to be outdone, the 2018 Honda Pilot was recognized as a volume growth leader among Asian Pacific Islanders.
In addition to celebrating automotive brands that are driving sales leadership with ethnic consumers, NAMAD also aims to address and educate the automotive industry on the necessity of nurturing a dealer body that reflects the United States’ diverse population. As NAMAD president Damon Lester states, “Some thirty percent of new vehicle purchases are made by multicultural consumers but only six percent of dealerships are minority owned. That means 18,000 dealerships exist in the USA and just 1,100 are minority owned.”
To learn more about Honda’s inclusion and diversity initiatives, visit http://csr.honda.com/diversity or stop by our Dublin Honda dealership and speak with a member of our Honda sales team.