Asian Consumers and the Automotive Market

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Lenard Bailey
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1 Asian Consumers and the Automotive Market

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 R. L. Polk & Co. All rights reserved. 2

3 Offices in 11 Countries 4 Continents Southfield, Michigan (Headquarters) Toronto, Canada St. Albans, United Kingdom Paris, France Essen, Germany Avigliana, Italy Beijing, China Long Beach, California Woodcliff Lake, New Jersey Tokyo, Japan CARFAX Centreville, Virginia Seoul, South Korea Madrid, Spain Shanghai, China Melbourne, Australia Sydney, Australia 2012 R. L. Polk & Co. All rights reserved. 3

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. 4

2011 New Car Registration Facts Industry 9.

Purchases +9% 22% Indian +7% 14% Vietnamese +9%

5 2011 New Car Registration Facts Industry 9.7M Personal Car Registrations 477,000 Asian New Vehicle Registrations +8% 34% Chinese 83% Asian Vehicle Purchases 5% Asian Share of New Vehicle Purchases +9% 22% Indian +7% 14% Vietnamese +9% 13% Korean 2012 R. L. Polk & Co. All rights reserved. 5

6 Asian Auto Consumer Bottom Line Impact The figure below represents GROSS REVENUE It does not exclude the following costs: Vehicle Development Manufacturing Advertising Asian market impact on bottom line? Retail and other expenses 477,000 New Vehicle Units $25,000 X = Conservative Average Price $11.9B Estimated Gross Revenue 2012 R. L. Polk & Co. All rights reserved. 6

7 Top Asian Automotive Markets Seattle 3% San Francisco 9% Chicago 3% Washington D.C. 4% New York 12% Boston 3% Philadelphia 3% Los Angeles 17% Dallas 3% Houston 3% Market Share Meter 29% 38% 42% 45% 48% 51% 54% 57% 59% 2012 R. L. Polk & Co. All rights reserved. 7

8 Recession proof Auto Consumers 2.1PPT 1.2PPT +0.5PPT Unlike African Americans and Hispanics, Asian consumers maintained vehicle purchase levels and gained share R. L. Polk & Co. All rights reserved. 8

of Asian consumers have income >= $75,000.

11 Asian Auto Buying Profile Share of Women Auto Consumers Asian Women purchase 10 more vehicles per 100 than industry. Highly recommend a strategy specific for Women based on their input R. L. Polk & Co. All rights reserved. 11

Asian Diversity New Vehicle Share by Sub

incorporate Asian language options to fully

13 Communication Best Practices for Auto Consumers 49% Asian Consumers prefer a language other than English Advertising, Marketing and Customer Service Groups should incorporate Asian language options to fully engage customers R. L. Polk & Co. All rights reserved. 13

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. 14

MAYBACH 11% 7 LAMBORGHINI 10% 8 TOYOTA 10%

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. 15

16 Summary 5% or 500,000 Units 45% Asian Auto Purchases MORE Affluent Youth Women 49% 60% 2011 Asian share of U.S. new vehicle market 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 R. L. Polk & Co. All rights reserved. 16

17 Thank you! Marc Bland Head of Diversity & Inclusion For more information please visit: Any use of this material including reproduction, modification, distribution or republication without the prior written consent of R. L. Polk & Co. is strictly prohibited R. L. Polk & Co. All rights reserved. 17

Decoding the Diverse Needs, Expectations of Indian Auto Customers Key to Improving Satisfaction, J.D. Power Study Finds

Decoding the Diverse Needs, Expectations of Indian Auto Customers Key to Improving Satisfaction, J.D. Power Study Finds Honda and Maruti Suzuki Rank Highest in a Tie in Customer Satisfaction With Vehicle