At the first awards ceremony, Toyota and its luxury brand sibling, Lexus, took home 10 of the 20 awards that were issued. Honda captured four awards while Chevrolet earned three.
Buick, Mercedes-Benz and Ram each grabbed one award.
Meanwhile, the top vehicle registration winners were handed out in the areas of women and ethnic millennial consumers, which were based on more than 13 million new-vehicle registrations of 2015 model year cars and light trucks between October 2014 and September 2015.
This year the ethnic volume leaders, as determined by IHS Markit regions, in the Great Lakes Region are: Chevrolet Malibu, Ford Escape, and Honda Civic.
In the Mideast Region, the ethnic volume leaders are: Honda Accord, Honda CR-V, and Honda Civic. In the New England Region: Honda Accord, Honda CR-V and Toyota RAV-4.
In the Plains Region, the ethnic volume leaders are: Chevrolet Silverado, Ford F-Series, and Toyota RAV-4. In the Rocky Mountain Region, the ethnic volume leaders are: Chevrolet Silverado, Ford F-Series, and RAM.
In the Southeast Region, the ethnic volume leaders are: Honda Accord, Toyota Camry, and Toyota Corolla. In the Southwest Region, the ethnic volume leaders are: Chevrolet Silverado, Ford F-Series and Ram.
And, in the Western Region, the ethnic volume leaders are: Honda Accord, Honda Civic, and Toyota Corolla.
The nominees for volume leaders for Top Women’s Luxury Vehicle are: Buick Encore, Lexus RX, and Mercedes Benz C-Class. The volume leaders in the Top Ethnic Millennial Vehicle category are: Honda Civic, Nissan Sentra, and Toyota Corolla.
Awards will also be handed out for Top Vehicle for African Americans, Latinos, Native Americans, and Asian Pacific Islander.
The awards are unique to the industry and Bland said more than 13 million personal new vehicle registrations have been analyzed to identify which consumer groups are winning and driving sales with top global automotive brands.
“High tide raises all boats,” Bland said. “Therefore, what we do reveals who’s doing what. What Damon Lester and I are doing is putting some facts into the market place so that when publications and others publish the information, they can provide the facts to the consumers and when in the [diversity] marketplace, someone wonders what is the number one selling vehicle last year, they can see it was the Toyota Camry.”
Bland continued: “This year, we will have to wait until Jan. 8 to see who is number one. We will have to wait until January 8 to see who has the top-selling luxury vehicle to Latino consumers.”
Bland noted that the awards have also helped to clear up the false perception that Latino-Americans don’t fare well financially.
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