Request for Question Clarification by
umiat-ga
on
03 Nov 2005 05:23 PST
Hello, stephanie_baca-ga!
I doubt that such specific repurchase data for the southern
California market exists. I have found some references to automobile
marketing in Hispanic communities, and some articles on brand loyalty
in the automotive market, generally. Would such articles be of
interest in the absence of specific repurchase data for Southern
California?
Let me know if the following excerpts are of any interest:
"Hispanics, she notes, have traditionally been the most loyal buyers
in the U.S. automotive market, with repurchase rates running upwards
of 80 percent, and sometimes topping 90 percent with vehicles such as
the F-150 and the Silverado. New factors may alter that status quo.
Mr. Bean insists that the newest data show Hispanics to be no more
loyal than non-Hispanics. Mr. Spinella counters that Hispanics are
still nearly three times as likely to stay with a particular brand,
though he agrees loyalty rates are falling, and the greater the levels
of income and education, the more likely a Hispanic buyer is to switch
brands."
OR:
"Earlier this year, Chevrolet launched a new ad campaign dubbed
"Subete" or "come onboard," the Spanish counterpart to the automaker's
American Revolution campaign. Once the most popular car brand within
the country's diverse Hispanic community, Chevy is hoping to regain
lost ground by polishing its image through the high-budget effort. It
has been sponsoring the popular Hispanic music awards, El Premio De La
Gente. Determined by fans' votes, Chevy is even sponsoring appearances
by nominees at showrooms in Latino communities.
"When you slice-and-dice the census data, you realize (Hispanics are)
a particularly young population and increasingly affluent?.and as it
ages and expands, it will absolutely become a more potent force in the
automotive market," notes Dan Gorrell, chief analyst with the
California-based automotive consulting firm Strategic Visions. So,
tapping into the Hispanic market, in particular, is critical, industry
leaders realize, if they're to stand out in the increasingly
competitive and crowded new car market."
umiat
