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Customer LoginsAsian women driving auto purchase decisions within their communities
In my last blog titled, "Women Auto Sales on Rise - Who is Leading Growth," I highlighted the fact that Asian women are nearly on par with their male peers with 49% of the Asian auto sales. The goal of this post is to look within the Asian community and identify which sub-group of Asian women are leading this charge. Based on the Women Share of Sales Chart below, Indian women are leading the industry in women automotive buying power, controlling 57% of the U.S. Indian auto purchases.
The Indian women are the only group to control the majority of auto sales within their respective ethnic group. Between 2006 and 2008, the Indian women controlled an average of 48.5% of the auto sales for their community. In 2009 they took over with 52% and in 2010 took further control with their current 56.9% share. Just below the 50% control mark are the following Asian women groups:
Chinese 49.7%
Vietnamese 49.2%
Korean 47.3%
Filipino and Japanese women, who round out the balance of the big six Asian sub-groups, have experienced a 3.5 percentage point growth average, resulting in the current 42% and 40% share for Filipino and Japanese women respectively.
Based on the above, if I'm an OEM, dealer or advertiser seeking to increase my automotive product penetration in the U.S. Asian community, I'd work hard to develop a plan to entice women to take a hard look at my product.
These are my findings and resulting views, I'd love to hear your thoughts, ideas or comments on this topic. My next blog will highlight the top 10 makes and models selected by women in the various ethnic communities.
Posted by Marc Bland, Product Strategist and Multicultural Marketing Lead, Polk (03.30.2011)