The changing demographics of America are changing the way that automotive companies do
business. For so many multicultural consumers, a car is so much more than a means of
transportation. It is a symbol of accomplishment, a statement of identity, and for many
immigrants, an affirmation of the “American dream.” The key to connecting with these
consumers is to first understand the strong emotional role that vehicle ownership plays in their
lives, and the particular niche that a brand occupies in terms of their families, their psyches,
and their lifestyles.
Multicultural consumers often interact with their cars differently than the mainstream. Many
immigrants, for example, come to the United States with strong conceptions about vehicle
types, models and brands, though these ideas are ever evolving as their lifestyles and exposure
to the American market change. Life in America often brings with it the improved economic
means to consider brands that in the past were out of reach. Others come to this country
without having established credit, and they are in search of automotive companies who
recognize their unique financial needs and are willing to develop financial products that are
tailored to their individual situations.
At New American Dimensions, we have worked with the top automobile brands to develop
product positioning, advertising, financial products and a dealership experience that is tailored
to embrace multicultural consumers and establish a relationship that is enduring and
committed. Additionally, many of our clients include manufacturers of automotive parts and
accessories, service providers, and dealerships with a commitment to multicultural automobile
owners.
We have conducted brand trackers, attitude and awareness studies, brand positioning studies,
consumer segmentations, car clinics, and focus groups with our clients to help them enter the
hearts and minds of their customers, be they actual or potential. Together, we have observed
multicultural consumers change their oil, tune-up their engines, and rotate their tires in order
to understand the DIY (Do-It-Yourself) automotive experience. We have walked the aisles of
automotive parts stores and observed the in-dealership experience for our clients, to garner a
firsthand, in-the moment glimpse of consumer behavior in order to discover opportunities for
improvement.
As America evolves, so do the needs and demands of multicultural automotive consumers.
New American Dimensions has been at the forefront of this change since 2003. With our
extensive experience in the automotive industry, we hope to have the opportunity to help you
and your brand develop a truly intimate connection with those multicultural consumers who
are driving America’s progression into the new millennium.