Hispanic Car Buyers Prefer Asian Brands Says Polk

Asian brands account for more than 60 per­cent of the His­panic mar­ket; Toy­ota holds strong lead among demographic

Toy­ota, Honda and Nis­san dom­i­nate new vehi­cle pref­er­ences among His­pan­ics in the U.S., accord­ing to Polk. The three com­pa­nies account for 46.4 per­cent of the His­panic mar­ket based on an analy­sis of new vehi­cle reg­is­tra­tions for the first nine months of 2010.  Toy­ota leads the mar­ket by far with more than 20 per­cent share of the His­panic mar­ket, and 46 per­cent greater vol­ume in reg­is­tra­tions than its next clos­est com­peti­tor.  Hyundai, Mazda and Kia are also included in the top 10 list based on reg­is­tra­tions by vol­ume to His­pan­ics (See Table A). Read More »