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Customer LoginsPhiladelphia DMA - diverse automotive market summary
To help automotive customers gain insight into the impact that diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the fourth 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 Philadelphia market, also known as, "The City of Brotherly Love," "Home of the World Famous Philly Cheesesteak" (which I personally love) or simply, "Philly."
Philadelphia is the No. 3 market in the country based on new light vehicle sales YTD. The overall industry increased 17.5% based on 2011 June YTD vs. 2010 YTD personal registrations. During the same period, Philly's gain is approximately 1.7 percentage points below the national average of 15.8%.
Philly's share of national new vehicle sales is down .05 percentage points at 3.15%. Ethnic consumers represent 17% of new vehicle sales in Philly. See the pie chart (adjacent) which depicts the current share of new vehicle sales by ethnic group in the City of Brotherly Love.
Philly's Top 10 brand list boils down to a 60/40 split between Asian brands (60%) and Domestic brands (40%) as shown in the adjacent table.
From a brand perspective, Honda, Toyota and Ford lead the way with one of three new vehicles originating from these brands. Chevrolet, currently ranked No. 4 is making moves with a 25% gain in volume year-over-year. Two to watch are Kia at No. 7, with a 52% increase in volume and Jeep at No. 10 with a 66% volume increase.
So who is King of the Philly streets? See the Top 5 model list based on volume purchased by each diverse market listed (below).
The "Ruler of the Road" in the Philadelphia DMA is the Honda Accord. Why? Because the Accord was rated no lower than No. 3 by all diverse communities, the general market and the Philly DMA as a whole. Congratulations to Honda for taking the "top model" recognition in the City of Brotherly Love.
This is the fourth installment of the diverse automotive market summary series with the Chicago DMA on deck. I look forward to hearing your thoughts as I work to increase the automotive market knowledge of the auto public at large.
Posted by Marc Bland, Product Strategist & Multicultural Marketing Lead, Polk (09.07.2011)