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Customer LoginsWashington DC 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 eighth installment in a series of blogs focused on the Top 10 U.S. markets on volume year-to-date (YTD) through June 2011.
The focus of this blog is the Washington DC market also known as "The Capital City," "The District" or simply "DC".
The Washington DC DMA is the No. 8 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 registrations. During the same period, DC's gain is approximately 3.5 percentage points below the national average at 14%.
DC's share of national new vehicle sales is down .08 percentage points at 2.4%. Ethnic consumers represent 30% of new vehicle sales in the Capital City.The pie chart depicts the current share of new vehicle sales by ethnic group in DC.
The Washington DC Top 10 brand list is diverse but I wouldn't go as far to say balanced, as it includes Asian brands (60%), domestic brands (30%) and European brands (10%) as shown in the adjacent table.
From a brand perspective, Toyota, Honda and Ford lead the way with more than 40 out of every 100 new vehicles sold by these three OEMs. Two brands to watch are Hyundai and Kia who both gained over 1 percentage point in share during the last year. Plus, Kia added an impressive 58% year-over-year volume increase during the same period.
So who is "King of the Washington DC streets?" See the Top 5 model list based on volume purchased by each diverse market (below).
The "Co-Rulers of the Road" in DC are the Toyota Camry and Honda Civic respectively. Why? Because the Camry is rated No. 1 by the DMA overall, the African American and Asian communities. Whereas the Civic, with the exception of the African American community, ranked no lower than No. 3 for the other diverse communities. Congratulations go to both the Toyota Camry and Honda Civic for dominating the Capital City list of Top 5 models.
This the eighth installment of the diverse automotive market summary series with the Boston DMA on deck. I look forward to your comments.
Previous DMA's: Chicago | Philadelphia | Los Angeles | New York | Detroit | Dallas