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  1. On average, Hispanics return to buy a new car 5 months sooner than the total population.
    Source: Polk 2010 Custom Study; New Vehicle Retail Registrations (Sales and Leases), based on Enhanced Ethnic Data 1-2Q CY10, USA Total.  Hispanics average months between purchases is 35 months vs. total population average months between purchases is 40 months.
  2. The average spend by a Hispanic new car buyer in 2010 was $28,347- almost at parity to non-Hispanics who spent $29,962.
    Source: Polk Personal Registrations, CYE 2010
  3. Mid-size cars are the #1 choice among Hispanics, making up nearly 20 percent of their purchases in 2010.
    Source: Polk Personal Registrations, CYE 2010
  4. Hispanics over-index in their desire for style.  They say “my car should express my personality” (index: 118); Choosing a car mainly on looks is important (index: 116); and My car should “catch people’s attention” (index: 122).
    Source: Simmons, NCS/NHCS, Fall 2010, U.S. (Oct ‘09 – Dec ’10) Base: Adults 18+ pop whose most recent acquired vehicle was purchase or leased new
  5. Hispanics’ tech savvy nature is also relevant to new cars. 28 percent keep up on the latest advances in auto technology (index: 127)
    Source: Simmons, NCS/NHCS, Fall 2010, U.S. (Oct ‘09 – Dec ’10)
    Base: Adults 18+ pop whose most recent acquired vehicle was purchase or leased new
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