Toyota is top brand for African-American, Asian-American consumers in 2010

Article by Christian Andrei, on April 27, 2011

Toyota was able to keep its title as the most purchased brand in the U.S. in 2010 for both African-American and Asian-American groups of consumers however the competition is getting fiercer, according to studies made by R.L. Polk & Co. Last year, 15% of all new vehicles that African Americans bought were Toyotas

Meanwhile, 28% of Asian Americans’ purchases were Toyotas. About 11.7% of what African American consumers bought consisted of Ford vehicles.

About 11.4% were Chevrolets while 11.3% were Hondas and 10.2% were Nissan vehicles. Asian Americans also really like Honda with 20.7%; Nissan with 6.8%; and Lexus with 5.2%. Hyundai and Mercedes-Benz shared fifth place with 4.6%.

Among all consumers, Ford got the largest share in 2010 in the U.S. market, with a 15.1% share. The other companies in the top five include Chevrolet, Toyota, Honda and Nissan.

It’s notable that even if Toyota leads both rankings, its market share fell in 2010 from 2009 as brands like Hyundai, Ford and Volkswagen climbed up the ranks, together with luxury brands Buick and Cadillac.

Ford is the only U.S. carmaker to appear in the top 10 for Asian Americans, placing eighth with a 2.9% market share. Overall, Toyota’s market share improved by 19% over the past year among both African Americans and Asian Americans.

Topics: toyota

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