NAMAD and IHS Markit Honor the Power of Multicultural Automotive Buyers

The Fourth Annual Diversity Volume Leadership Awards (DVL 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.

With ethnic car buyers growing at rapid rates, the dealer body is still lacking accurate representation from minorities. “Some thirty percent of new vehicle purchases are made by multicultural consumers but only six percent of dealerships are minority owned,” said National Association of Minority Automobile Dealers (NAMAD) President Damon Lester. “That means 18,000 dealerships exist in the USA and just 1,100 are minority owned.”

Through the DVL Awards on January 13, 2019 at the Westin Book Cadillac Hotel, ahead of the North American International Auto Show, NAMAD and IHS Markit have partnered to celebrate brands that are driving sales leadership with ethnic consumers, while also addressing and educating the industry about the necessity of a dealer body that reflects the United States’ increasingly diverse population. The Awards Ceremony was hosted by former Detroit area newscaster Lauren Sanders and brought together scores of top automotive industry executives.

Winners of the prestigious DVL Awards demonstrated the highest new vehicle registrations with ethnic, women, millennial and LGBT consumers. This year’s awards were based on an analysis of data from IHS Markit of more than 13 million personal new vehicle registrations for the 2018 model year (October 2017 through September 2018).

“The initial goal of the Diversity Volume Leadership Awards was to create awareness within the U.S. auto industry of the top vehicles purchased by ethnic consumers, women, LBGT consumers and ethnic millennials,” said Marc Bland, vice president of diversity and inclusion, IHS Markit.  “We’re honored to recognize these top models and their respective manufacturers in support of their efforts to reach the growing diverse consumer groups.  This leads to our current enhancement for the 2019 Awards — the addition of Luxury Growth Leaders by brands.”

This year, NAMAD and IHS Markit honored American Hondawith the “Top Overall Ethnic Vehicle” DVL Award, for the third year in a row. “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.

Introduced at the 2018 DVL Awards, NAMAD and IHS Markit continue to research, document and honor the buying power of the LGBT community, with Awards for Volume Leaders (Ford F-Series) and Luxury Volume (Lexus RX).

It should be noted that the Lexus RX swept every segment of the Luxury Volume Leaders awards category.

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

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. Following are this year’s DVL Award winners:

Toyota/Lexus-thirteen (13) DVL Awards
Honda-six (6) DVL Awards
Ford-five (5) DVL Awards
FCA (Jeep)-four (4) DVL Awards
BMW-three (3) DVL Awards
GM (Chevy)-two (2) DVL Awards
Volvo-two (2) DVL Awards
Mercedes-Benz-one (1) DVL Award
Harley-Davidson-one (1) DVL Award

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 2019 and beyond.

Winners of the 2019 Diversity Volume Leadership Awards are as follows:
Ethnic Volume Leaders by IHS Markit Regions
Great Lakes Region
Chevrolet Equinox
Mideast Region
Toyota RAV4
New England Region
Toyota RAV4
Plains Region
Toyota RAV4
Rocky Mountain Region
Ford F-Series
Southeast Region
Toyota Camry
Southwest Region
Ford F-Series
Western Region
Honda Civic
Volume Leaders – Millennials and Women
Top Women’s Vehicle
Toyota RAV4
Top Women’s Luxury Vehicle
Lexus RX
Top Ethnic Millennial Vehicle
Ford F-Series
Volume Leaders by Consumer Group
Top Vehicle – African American
Toyota Camry
Top Vehicle – Hispanic American
Honda Civic
Top Vehicle – Asian-Pacific Islander
Toyota RAV4
Top Vehicle – Native American
Chevrolet Silverado
Top Luxury Vehicle – African American
Lexus RX
Top Luxury Vehicle – Hispanic
Lexus RX
Top Luxury Vehicle – Asian-Pacific Islander
Lexus RX
Top Luxury Vehicle – Native American
Lexus RX
African American Volume Growth Leader
Jeep Cherokee
Hispanic Volume Growth Leader
Jeep Compass
Asian-Pacific Islander Volume Growth Leader
Honda Pilot
Native American Volume Growth Leader
Ford Focus
Women Volume Growth Leader
Jeep Compass
Ethnic Millennial Volume Growth Leader
Jeep Compass
Top LGBT Vehicle
Ford F-Series
Top LGBT Luxury Vehicle
Lexus RX
Top Ethnic Cruiser/Touring Bike
Harley-Davidson FLHXS
Top Ethnic Sport Bike
Honda GROM
Luxury Growth Leader — African American
Mercedes-Benz GLC
Luxury Growth Leader — Hispanic American
BMW 530
Luxury Growth Leader — Asian American
BMW 530
Luxury Growth Leader — Native American
Luxury Growth Leader — Women
Volvo XC60
Luxury Growth Leader — Ethnic Millennial
Volvo XC60
Top Overall Ethnic Vehicle (Luxury or Non-Luxury)
Honda Civic