Who's Winning Among African American Customers?

By: Strategic Vision ,  December, 2005  

Manufacturers can even define which product attributes speak strongly to those individuals. The revelation is not just in the general emotional profile, but also in the ability to quantify and specify key areas of distinction. “Our unique matrices quantify human values and emotion and the aspects of experience that address those values and needs,” reports Dr. Darrel Edwards, Ph.D, ABPP, Strategic Vision’s CEO and Founder. “Pride and individuality are directly related to exterior and interior style. In addition, the ability to add personal touches to your vehicle that customizes it to be your own is rewarding. Your vehicle makes a statement about you. Manufacturers need to be clearly aware what they can do to engender pride in ownership while making allowance for the buyers to express their individuality. Dealers need to listen to the African American community when they report that they are strongly committed to their sense of pride and individuality. They want respect – as do all buyers – but clearly look for and respond to signs that deliver the message: “We respect your individuality. We are proud of what we have to sell and you will be proud to own our brand.”

The automotive industry is in the most competitive period ever. Manufacturers are building well designed, quality vehicles. There is a need for leverageable guidance. Strategic Vision’s African American study points to hallmarks that can bring success for the manufacturers and dealers. The study identifies the “gold nuggets” that specifically address the African American buyers. As an example, indexed data reveals that the number one reason African Americans considered one of the industry’s leading brands, but rejected it, was the lack of choice: not sensitive to the desire for individuality. There was a strong perception that there were not enough color choices and interior options or versatility. This was ethnically specific to African Americans. The brand offered fair deals, but was not sensitive to a major issue among the African American buyers.

Why are Nissan product ratings high among African American new car buyers? Nissan did exceptionally well on aspects of product coupled with a positive dealership experience that communicated to the buyers’ sense of pride and individuality – cornerstones for positive regard among the African American buyers. On a scale that ranges from 0 to 100 (reflecting top box scores) that measures the brand’s scores on brand delivery (“Clearly Describes My Feelings”), Nissan scores 70 on Pride while the competitive set of brands scores 64. Nissan scores 67 on Individuality while the competitive set scores 51. Nissan presents a strong profile to the African American community of new vehicle buyers.
Are certain new vehicles addressing cultural distinctions? Yes, but it is not that the vehicle was built for a specific ethnic group; it’s the understanding and delivery tailored to these distinctions that will prove to be persuasive to target audiences/customers. It is clear that if Nissan competed, Nissan was a winner among African Americans.

The following are the top five models TQI scores for the African American buyers during the 2003-2005 model years:

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