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Report: Asian Cars Preferred by Women, But Not Asian Women


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Yesterday, we told you about the rising influence women of different ethnicities have when it comes to vehicle purchases. And now, R.L. Polk & Co. has released new information about the correlation between women and the Asian automakers.

The Asian OEMs in question are Toyota, Lexus, Honda, Acura, Hyundai, KIA, Nissan, Infiniti, Subaru and Mazda, and these companies make up the top picks across all ethnic groups.  On the high end, Vietnamese take the top 21 consecutive spots when it comes to Asian brand affinity, while African American women round out the low end of with just seven model selections.

Ironically, however, Asian women aren’t buying Asian cars, they instead go for European Brands such as BMW, Mercedes or Volkswagen models. These European brands come in as the 13th choice for Chinese, Indian and Korean women, and as the 22nd selection for Vietnamese women.

The only women who thought that domestic brands were the way to go were African American and Hispanic women. Making these group’s top 10 picks were the Chevrolet Malibu (#8 for African American women) and the Ford F-Series (#10 for Hispanic women).

[source: Polk]



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