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Sep 11, 2011
Chicago DMA - diverse automotive market summary
To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the fifth installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011.
The focus of this blog is the Chicago market, also known as "Chi-Town," or "The Windy City."
Chicago is the No. 4 market in the country based on new light vehicle sales YTD. The overall industry is up 17.5% comparing 2011 June YTD vs. 2010 YTD personal registrations. During the same period, Chi-Town's gain is approximately 2.4 percentage points above the national average of 19.9%.
Chicago's share of national new vehicle sales is up .06 percentage points at 2.97%. Ethnic consumers represent 24% of new vehicle sales in the Windy City. Adjacent is a pie chart which depicts the current share of new vehicle sales by ethnic group in Chicago.
Chi-Town's Top 10 brand list is diverse, but I wouldn't go as far as to say "balanced" since it includes Asian brands (50%), domestic brands (40%) and a single European brand (10%) as shown in the adjacent table.
From a brand perspective, Chevrolet, Honda, Ford and Toyota lead the way with nearly half of the new vehicles originating from these brands. Three to watch are Chevrolet (although in the No. 1 spot they posted a 37% volume increase to further distance themselves from the competition) along with Kia and Jeep who both posted greater than 66% year-over-year volume increases.
So who is King of the Windy City streets? See the Top 5 model list based on volume purchased by each diverse market listed (below).
The Windy City streets are being run by the Hyundai Sonata, Honda and Chevrolet brands respectively. Why, because the Sonata was rated the volume leader for the Chicago DMA overall and by the non-ethnic consumer community. The Sonata also ranked No. 2 for the African American consumer. The Honda brand placed three models in the Top 5 list (Civic No. 2 overall for the DMA, CRV No. 3 overall and No. 1 for women, plus the Accord which ranked No. 2 for Asian consumers). Chevrolet also placed three models on the Top 5 list (Equinox is No. 4 overall, Cruze is No. 5 overall and No. 1 for Hispanic consumers, plus Malibu is No. 1 for African Americans). Congratulations go to Hyundai Sonata, the Honda and Chevrolet brands respectively for dominating the Windy City list of Top 5 models.
This is the fifth installment of the diverse automotive market summary series with the Dallas DMA on deck. I look forward to hearing your thoughts as I work to increase the public's automotive market knowledge.
Posted by Marc Bland,Product Strategist & Multicultural Marketing Lead, Polk (09.12.2011)
The focus of this blog is the Chicago market, also known as "Chi-Town," or "The Windy City."
Chicago is the No. 4 market in the country based on new light vehicle sales YTD. The overall industry is up 17.5% comparing 2011 June YTD vs. 2010 YTD personal registrations. During the same period, Chi-Town's gain is approximately 2.4 percentage points above the national average of 19.9%.
Chicago's share of national new vehicle sales is up .06 percentage points at 2.97%. Ethnic consumers represent 24% of new vehicle sales in the Windy City. Adjacent is a pie chart which depicts the current share of new vehicle sales by ethnic group in Chicago.
Chi-Town's Top 10 brand list is diverse, but I wouldn't go as far as to say "balanced" since it includes Asian brands (50%), domestic brands (40%) and a single European brand (10%) as shown in the adjacent table.
From a brand perspective, Chevrolet, Honda, Ford and Toyota lead the way with nearly half of the new vehicles originating from these brands. Three to watch are Chevrolet (although in the No. 1 spot they posted a 37% volume increase to further distance themselves from the competition) along with Kia and Jeep who both posted greater than 66% year-over-year volume increases.
So who is King of the Windy City streets? See the Top 5 model list based on volume purchased by each diverse market listed (below).
The Windy City streets are being run by the Hyundai Sonata, Honda and Chevrolet brands respectively. Why, because the Sonata was rated the volume leader for the Chicago DMA overall and by the non-ethnic consumer community. The Sonata also ranked No. 2 for the African American consumer. The Honda brand placed three models in the Top 5 list (Civic No. 2 overall for the DMA, CRV No. 3 overall and No. 1 for women, plus the Accord which ranked No. 2 for Asian consumers). Chevrolet also placed three models on the Top 5 list (Equinox is No. 4 overall, Cruze is No. 5 overall and No. 1 for Hispanic consumers, plus Malibu is No. 1 for African Americans). Congratulations go to Hyundai Sonata, the Honda and Chevrolet brands respectively for dominating the Windy City list of Top 5 models.
This is the fifth installment of the diverse automotive market summary series with the Dallas DMA on deck. I look forward to hearing your thoughts as I work to increase the public's automotive market knowledge.
Posted by Marc Bland,Product Strategist & Multicultural Marketing Lead, Polk (09.12.2011)
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