Black Consumers' Perceptions of Auto Brands - US - March 2017

Black Consumers' Perceptions of Auto Brands - US - March 2017

"Black consumers have strong opinions about car brands – the ones they currently drive as well as their dream car. Most Black consumers’ opinions are driven by pragmatic criteria, but subjective characteristics shape their preferences and desire to upgrade to something better within their price range."

- Toya Mitchell, Multicultural Analyst

This report is looking at the following areas:

Domestic mid-tier brands deliver the best value, which is the leading purchase driver
Foreign brands own positive attributes across the board, but may be perceived as expensive
Black consumers associate foreign cars with base- and advanced-level attributes more than domestic
Car sites and inner circle provide trusted information


TOC available on request

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