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Diversity Volume Leadership Awards

The Diversity Volume Leadership Awards were launched by NAMAD and IHS Markit 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)
  • Millenials (18 – 34 year olds regardless of ethnic background)

Winners were determined based on 2016 model year US personal new vehicle registration volumes tracked by IHS Markit from October 2015 through September 2016. The analysis leading to this year's awards factored in more than 13.5 million personal new vehicle registrations across the United States. IHS Markit 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 consumers represented 28% of all US new vehicle registrations in 2016, and are one of the fastest growing audiences," said Marc Bland, vice president of diversity and inclusion at IHS Markit. "In the past year, ethnic consumer new vehicle volumes have grown 400% 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 second annual NAMAD/IHS Markit Diversity Volume Leadership Awards program took place on January 8, 2017, in Detroit, Michigan, in conjunction with the North American International Auto Show. The following is a complete list of the 2016 winners by category:

2016 Diversity Volume Leadership Awards

Top Overall Ethnic Vehicle (Luxury or Non-Luxury): Honda Accord 

Ethnic Volume Leaders by RegionsAward Winners
Great Lakes RegionChevrolet Malibu
Mideast RegionHonda Accord*
New England RegionToyota RAV4*
Plains RegionToyota RAV4*
Rocky Mountain RegionFord F-Series
Southeast RegionFord F-Series
Southwest RegionFord F-Series
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 Civic

Volume Leaders by Ethnic Consumer GroupAward Winners
Top Vehicle - African AmericanNissan Altima
Top Vehicle - HispanicToyota Corolla*
Top Vehicle - Asian Pacific IslanderHonda Accord
Top Vehicle - Native AmericanChevrolet Silverado*
Top Luxury Vehicle - African AmericanBuick Encore
Top Luxury Vehicle - HispanicLexus IS*
Top Luxury Vehicle - Asian Pacific IslanderLexus RX*
Top Luxury Vehicle - Native AmericanBuick Verano*

Growth Leaders by Ethnic Consumer GroupAward Winners
African American Volume Growth LeaderNissan Rogue
Hispanic Volume Growth LeaderNissan Rogue
Asian Pacific Islander Volume Growth LeaderLexus NX
Native American Volume Growth LeaderChevrolet Colorado
Women Volume Growth LeaderHonda HR-V
Millennial Volume Growth LeaderJeep Renegade


Top Overall Ethnic Vehicle (Luxury or Non-Luxury) 2016Toyota Corolla

Winner: Honda Accord

IHS Markit and NAMAD present the 2016 Diversity Volume Leadership Award for Top Overall Ethnic Vehicle (Luxury or Non-Luxury) to John Mendel, Executive Vice President American Honda Motor Co. Pictured from left to right are Bryan Funke, Vice President OEM Sales, IHS Markit; Marc Bland, Vice President, Diversity and Inclusion, IHS Markit; Marc Burt, Assistant Vice President of Honda North America, Inc. Office of Inclusion & Diversity; Damon Lester, President of NAMAD; and Perry Watson III, NAMAD Chairman.


Learn more about Automotive Diversity Market Data from IHS Markit.

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