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Asian Consumers andthe Automotive
Market
© 2012 R. L. Polk & Co. All rights reserved. 2
About Polk
Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage.
© 2012 R. L. Polk & Co. All rights reserved. 3
Offices in 11 Countries—4 Continents
Long Beach, California
Southfield, Michigan
(Headquarters)
Toronto, Canada
Woodcliff Lake,New Jersey
St. Albans,United Kingdom
Paris, France Essen,
Germany
Avigliana, Italy
Beijing, China
Tokyo, Japan
Seoul, South Korea
Melbourne, Australia
Madrid, Spain
Sydney, Australia
CARFAXCentreville, Virginia
Shanghai, China
© 2012 R. L. Polk & Co. All rights reserved. 4
Our Customer Showcase
• All global OEMs (including emerging)
• Dealers/Dealer groups
• Aftermarket companies
• Finance and insurance companies
• Government agencies
• Investment firms
• Market research firms
• Web portals
• Search engines
• Advertising agencies
• Media companies
• Consulting organizations
© 2012 R. L. Polk & Co. All rights reserved. 5
2011 New Car Registration Facts – Industry
9.7M Personal Car Registrations
477,000 Asian New Vehicle Registrations
5% Asian Share of New Vehicle Purchases
22%Indian22%Indian
34%Chinese34%Chinese
14%Vietnamese14%
Vietnamese
+8%+8%
+9%+9%
+7%+7%
13%Korean13%Korean+9%+9%
83%Asian VehiclePurchases
© 2012 R. L. Polk & Co. All rights reserved. 6
Asian Auto Consumer – Bottom Line Impact
Asian market impact on bottom line?Asian market impact on bottom line?
477,000New Vehicle
Units
477,000New Vehicle
Units
$25,000Conservative Average Price
$25,000Conservative Average Price
$11.9BEstimated Gross
Revenue
$11.9BEstimated Gross
RevenueX =
The figure below represents
GROSS REVENUEIt does not exclude the following costs:• Vehicle Development• Manufacturing• Advertising• Retail and other expenses
The figure below represents
GROSS REVENUEIt does not exclude the following costs:• Vehicle Development• Manufacturing• Advertising• Retail and other expenses
© 2012 R. L. Polk & Co. All rights reserved. 7
Top Asian Automotive Markets
Los Angeles17%
New York12%
San Francisco9% Washington D.C.
4%
Houston 3%
Chicago3%
Philadelphia3%
Boston3%
Dallas3%
Seattle3%
Market Share Meter
29%
Market Share Meter
38%
Market Share Meter
42%
Market Share Meter
45%
Market Share Meter
48%
Market Share Meter
51%
Market Share Meter
54%
Market Share Meter
57%
Market Share Meter
59%
© 2012 R. L. Polk & Co. All rights reserved. 8
Recession‐proof Auto Consumers
‐‐2.1PPT‐‐1.2PPT
++0.5PPT
• Unlike African Americans and Hispanics, Asian consumersmaintained vehicle purchase levels and gained share.
© 2012 R. L. Polk & Co. All rights reserved. 9
Asian Auto Buying Profile – INCOME LEVELS
• A greater share of Asian consumers have income >= $75,000.
Affluent Consumers $75K+
© 2012 R. L. Polk & Co. All rights reserved. 10
Asian Auto Buying Profile – Age Ranges
• A greater share of Asian consumers are between 18 and 44.
YoungerAuto Buyers
© 2012 R. L. Polk & Co. All rights reserved. 11
• Asian Women purchase 10 more vehicles per 100 than industry.
• Highly recommend a strategy specific for Women based on their input.
Asian Auto Buying Profile – Share of Women Auto Consumers
© 2012 R. L. Polk & Co. All rights reserved. 12
Asian Diversity ‐ New Vehicle Share by Sub‐Culture
© 2012 R. L. Polk & Co. All rights reserved. 13
Communication Best Practices for Auto Consumers
• Advertising, Marketing and Customer Service Groups should incorporate Asian language options to fully engage customers.
49%Asian Consumers prefer a language other than English
© 2012 R. L. Polk & Co. All rights reserved. 14
Automotive Brand Leaders – Based on 2011 Asian Market Share
Rank Make Asian Market Share
1 TOYOTA 24%2 HONDA 18%3 NISSAN 7%4 HYUNDAI 6%5 BMW 5%6 MERCEDES‐BENZ 5%7 LEXUS 4%8 FORD 4%9 VOLKSWAGEN 3%
10 CHEVROLET 3%11 ACURA 3%12 KIA 2%13 SUBARU 2%14 MAZDA 2%15 AUDI 2%
© 2012 R. L. Polk & Co. All rights reserved. 15
Automotive Brand Leaders – Based on 2011 Asian Share of Brand
Rank Make Asian Share of Brand
1 PORSCHE 13%2 LEXUS 12%3 BMW 12%4 MERCEDES‐BENZ 11%5 ACURA 11%6 MAYBACH 11%7 LAMBORGHINI 10%8 TOYOTA 10%9 BENTLEY 9%
10 ROLLS ROYCE 9%11 LOTUS 9%12 AUDI 9%13 HONDA 9%14 FERRARI 8%15 TESLA 8%
© 2012 R. L. Polk & Co. All rights reserved. 16
Summary
• 2011 Asian share of U.S. new vehicle market5% or
500,000 Units
45%Asian Auto Purchases
MORE Affluent Youth Women
49%
• Top 5 vehicle markets for Asian Consumers:– Los Angeles, New York, San Francisco, Washington DC, Houston
• Higher percentage of …– $75K+ consumers– 18 to 44 year olds– Women buyers
• U.S. Asian consumers prefer native language.
• Leading automotive brands for Asian consumers.60%
© 2012 R. L. Polk & Co. All rights reserved. 17
Thank you!
Marc BlandHead of Diversity & Inclusion
For more information please visit: www.polk.com
Any use of this material including reproduction, modification, distribution or republication without the prior written consent of R. L. Polk & Co. is strictly prohibited.
