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Presented by the National Association of Minority Automobile Dealers (NAMAD) and IHS Automotive, the Diversity Volume Leadership Awards is the first program of its kind to pay tribute to automotive brands and models with the highest new vehicle registrations for ethnic, female, and ethnic millennial consumers – based on IHS registration data for 13+ million US vehicles.
The Diversity Volume Leadership Awards are being launched by NAMAD and IHS Automotive to celebrate automotive brands and models with the highest new vehicle registrations for three diverse automotive consumer segments:
Winners were determined based on 2015 model year US personal new vehicle registration volumes tracked by IHS from October 2014 through September 2015. The analysis leading to this year's awards factored in more than 13 million personal new vehicle registrations across the United States. IHS Automotive analyzes diversity throughout the year and regularly works with its customers to effectively promote diversity and economic parity efforts through in-depth research and analysis of automotive shopping behaviors, related market influencers, and conquest and retention strategies.
"Ethnic buyers represented 28 percent of all US new vehicle registrations in 2015, and are one of the fastest growing audiences," said Marc Bland, vice president of diversity and inclusion at IHS Automotive. "In the past year, their volumes have grown 150 percent faster than the rest of the industry – and it's important to recognize their influence on vehicle purchases and honor the brands that dedicate resources to diversity efforts."
The inaugural NAMAD/IHS Automotive Diversity Volume Leadership Awards program took place on January 10, 2016, in Detroit, Michigan, in conjunction with the North American International Auto Show. The following is a complete list of the 2015 winners by category:
Top Overall Ethnic Vehicle (Luxury or Non-Luxury): Toyota Corolla
|Ethnic Volume Leaders by Regions||Award Winners|
|Great Lakes Region||Chevrolet Equinox|
|Mideast Region||Honda Accord|
|New England Region||Toyota RAV4|
|Plains Region||Toyota RAV4|
|Rocky Mountain Region||RAM Ram|
|Southeast Region||Toyota Corolla|
|Southwest Region||Chevrolet Silverado|
|Western Region||Honda Civic|
|Volume Leaders – Millennials and Women||Award Winners|
|Top Women's Vehicle||Honda CR-V|
|Top Women's Luxury Vehicle||Lexus RX|
|Top Ethnic Millennial Vehicle||Honda Accord|
|Volume Leaders by Ethnic Consumer Group||Award Winners|
|Top Vehicle - African American||Toyota Camry|
|Top Vehicle - Hispanic||Toyota Corolla|
|Top Vehicle - Asian Pacific Islander||Toyota Camry|
|Top Vehicle - Native American||Chevrolet Silverado|
|Top Luxury Vehicle - African American||Mercedes-Benz, LLC, C-Class|
|Top Luxury Vehicle - Hispanic||Lexus IS|
|Top Luxury Vehicle - Asian Pacific Islander||Lexus RX|
|Top Luxury Vehicle - Native American||Buick Verano|
Top Overall Ethnic Vehicle (Luxury or Non-Luxury) 2015
Winner: Toyota Corolla
IHS Automotive and NAMAD present the 2015 Diversity Volume Leadership Award for Top Overall Ethnic Vehicle (Luxury or Non-Luxury) to Bill Fay, Group Vice President and General Manager of Toyota Division, Toyota North America. Pictured from left to right are Mark Sandora, Vice President, North American Sales, IHS Automotive; Marc Bland, Vice President, Diversity and Inclusion, IHS Automotive; Bill Fay, Toyota; Damon Lester, President of NAMAD; and Perry Watson III, NAMAD Chairman.