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Diversity Volume Leadership Awards

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:

  • Ethnic (African American, Asian, Hispanic and Native American)
  • Female (all women regardless of ethnic background)
  • Ethnic millennial (18 – 34 year olds)

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:

2015 Diversity Volume Leadership Awards

Top Overall Ethnic Vehicle (Luxury or Non-Luxury): Toyota Corolla

Ethnic Volume Leaders by RegionsAward Winners
Great Lakes RegionChevrolet Equinox
Mideast RegionHonda Accord
New England RegionToyota RAV4
Plains RegionToyota RAV4
Rocky Mountain RegionRAM Ram
Southeast RegionToyota Corolla
Southwest RegionChevrolet Silverado
Western RegionHonda Civic

Volume Leaders – Millennials and WomenAward Winners
Top Women's VehicleHonda CR-V
Top Women's Luxury VehicleLexus RX
Top Ethnic Millennial VehicleHonda Accord

Volume Leaders by Ethnic Consumer GroupAward Winners
Top Vehicle - African AmericanToyota Camry
Top Vehicle - HispanicToyota Corolla
Top Vehicle - Asian Pacific IslanderToyota Camry
Top Vehicle - Native AmericanChevrolet Silverado
Top Luxury Vehicle - African AmericanMercedes-Benz, LLC, C-Class
Top Luxury Vehicle - HispanicLexus IS
Top Luxury Vehicle - Asian Pacific IslanderLexus RX
Top Luxury Vehicle - Native AmericanBuick Verano


Top Overall Ethnic Vehicle (Luxury or Non-Luxury) 2015Toyota Corolla

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.



Learn more about IHS Automotive Diversity Market Data.

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