National Association Of Minority Automobile Dealers And IHS Automotive Redefine The Power Of Multicultural Automotive Buyers With The Diversity Volume Leadership Awards

In 2015 the automotive industry grew 5% while ethnic consumers grew a mere 11%. If the automotive industry grew at the rate of ethnic consumers there would be an incremental value of $20 billion.

20 Jan, 2016, 11:27 ET from National Association of Minority Automobile Dealers (NAMAD)

DETROIT, Jan. 20, 2016 /PRNewswire-USNewswire/ -- As Martin Luther King Jr. Day was recently recognized and the country educates and celebrates his great dream of a vibrant and united multicultural nation, a first ever Diversity Volume Leadership Awards ceremony showed the tremendous impact that ethnic car buyers have on the economy and brought awareness to the lack of diversity that still remains present in the automotive industry.

"30% of new vehicle purchases are made by multicultural consumers but only 6% of dealerships are minority owned," said NAMAD President, Damon Lester. "That means 18,000 dealerships exist in the USA and 1,100 are minority owned."

With ethnic car buyers growing at rapid rates, the dealer body is still lacking accurate representation from minorities. The National Association of Minority Automobile Dealers (NAMAD) and IHS Automotive, partnered to celebrate brands that are driving sales leadership with ethnic consumers while also addressing and educating the industry about the necessity  of dealer ownership increasing to  reflect a diverse population during the Diversity Volume Leadership Awards (DVL Awards) on January 10, 2016 in Cobo Center. The private ceremony was hosted by Dariany Santana and brought together over 200 of the top automotive executives including Perry Watson, Chairman at NAMAD, Drew Slaven, Chief Marketing Officer at Mercedes-Benz, Marc Burt, Assistant Vice President of Inclusion & Diversity at Honda, and Bill Faye, Group Vice President and General Manager at Toyota.

Winners of the prestigious DVL Awards demonstrated the highest new vehicle registrations with ethnic, women, and millennial consumers. This year's awards were based on an analysis of more than 13 million personal new vehicle registrations.

"Minorities are changing the course of events in the automotive industry," said Watson. "This is the first of many initiatives to inform ethnic consumers which automotive brands are helping and which are not."

This year, National Association of Minority Automobile Dealers and IHS Automotive honored Toyota Motor Sales with the "Top Overall Ethnic Vehicle" DVL Award. "Top Overall Ethnic Vehicle" is the most sought-after Diversity Volume Leadership honor for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers. Toyota also took home 10 of 20 DVL Awards earned that night. It is not by coincidence that Toyota's sales leadership with ethnic consumers is also reflected in the amount of minority owned Toyota dealerships that exist. Bill Faye, Group Vice President and General Manager at Toyota, Alva Mason, Diversity Strategy, Corporate Communications at Toyota and Jim Colon, Vice President of African American Business Strategy at Toyota were present to accept their awards.

NAMAD and IHS Automotive also presented awards for sales leadership in the following categories: Ethnic Volume Leaders by IHS Automotive Regions, Volume Leaders with Millennials and Women, and Volume Leaders by Ethnic Consumer Group.

"What if the automotive industry kept up with ethnic growth?' said Bland. "There would be an incremental value of $20 billion."

The best automotive brands that have dedicated marketing resources to ethnic consumers and are focused on capitalizing on the rapid growth of the industry were in attendance to collect their awards. It is important to note that several of the nominees that did not receive awards were still extremely competitive contenders. Those who did not receive an award now have the insight and motivation to develop an improved strategy for 2017.

Winners of the 2016 Diversity Volume Leadership Awards are as follows:

Ethnic Volume Leaders by IHS Automotive Regions

Great Lakes Region

Chevrolet Equinox

Mideast Region

Honda Accord

New England Region

Toyota RAV4

Plains Region

Toyota RAV4

Rocky Mountain Region

RAM Ram

Southeast Region

Toyota Corolla

Southwest Region

Chevrolet Silverado

Western Region

Honda Civic

 

Volume Leaders – Millennials and Women

Top Women's Vehicle

Honda CR-V

Top Women's Luxury Vehicle

Lexus RX

Top Ethnic Millennial Vehicle

Honda Accord

 

Volume Leaders by Ethnic Consumer Group

Top Vehicle –

African American

Toyota Camry

Top Vehicle –

Hispanic

Toyota Corolla

Top Vehicle –

Asian Pacific Islander

Toyota Camry

Top Vehicle –

Native American

Chevrolet Silverado

Top Luxury Vehicle –

African American

Mercedes-Benz

C-Class

Top Luxury Vehicle –

Hispanic

Lexus IS

Top Luxury Vehicle –

Asian Pacific Islander

Lexus RX

Top Luxury Vehicle –

Native American

Buick Verano

Top Overall Ethnic Vehicle (Luxury or Non-Luxury)

Toyota Corolla

The Diversity Volume Leadership Awards would not be possible without the generous sponsorship from the following organizations:

CORPORATE SPONSORS

EVENT SPONSORS

MEDIA SPONSORS

Cox Automotive

American Honda

Black Enterprise

Ford Motor Company

BMW/Mini of North America

Latino Magazine

General Motors

Fiat Chrysler Automobiles


Nissan

Hyundai Motor Company


Toyota Motor Sales

Kia Motors America


Volkswagen Group of America

Mercedes-Benz, LLC


Connect with DVL Awards:
Hashtag: #DVLawards and #DVLawards2016
Website: www.namad.org and www.ihs.com/automotive 
Twitter: twitter.com/NAMAD_USA 
Facebook: facebook.com/NAMAD_USA-468806139894019

About The National Association of Minority Automobile Dealers
The National Association of Minority Automobile Dealers' (NAMAD) objective is to pursue the meaningful presence and participation of minority businesses and diverse employees across all aspects of the automotive economic sector, including:

  • Increasing the number of minority-owned dealerships in communities across America.
  • Advocating workplace and supplier diversity in the automotive manufacturing environment.
  • Supporting minority engagement in the automotive retail sales and service sectors.

We are committed to developing strategic relationships and advocating for the advancement of business policies and practices that ensure diversity and economic parity remain a priority in all aspects of the American automotive industry.

NAMAD is a 501(c)(3) non-profit, tax-exempt organization headquartered in the Washington, D.C. area. For information on National Association of Minority Automobile Dealers visit: www.namad.org

 

SOURCE National Association of Minority Automobile Dealers (NAMAD)



RELATED LINKS

http://www.namad.org