Why You Won't See Any Subaru Vehicles On The Best New Cars For Hispanic Consumers List
The Hispanic Motor Press Foundation awards (HMPA) recognizes the twelve best new vehicles of 2020 for Hispanic consumers and 12 different automakers get the honors. Subaru is conspicuously missing even though you would think cars like the 2020 Crosstrek crossover, Forester SUV or Impreza compact sedan or 5-Door hatchback cars should be somewhere on the list for Hispanic shoppers.
We wondered why Subaru is not recognized at the LA Auto Show this year and has never made it on the list in the 10 years the organization has handed out the awards. With some research, we found out why the Hispanic organization does not recognize any of Subaru’s all-wheel-drive vehicles.
The National Association of Hispanic Publications (NAHP) looks at various industries that may be falling behind in servicing and informing the Hispanic community. The NAHP found the automobile industry is not reaching out to this community proportionally based on population or purchasing power. And Subaru tops the list of automakers that spends almost no advertising dollars to reach this important demographic.
According to the U.S. Census, the Hispanic population is about 54 million people or 17 percent of the population in the U.S., and the NAHP says this demographic has a purchasing power well above $1.3 billion annually.
The study shows Nissan invests proportionally more money geared to Hispanics spending $95,233,400 per year, while Subaru spends the least marketing to the Hispanic market allocating only $6,000 per year. Subaru’s “Love” advertising campaign is connecting with a multi-cultural generation, but the Camden, N.J. automaker spends virtually nothing marketing specifically to the Hispanic community.
This is likely why Subaru has never made the list of best new vehicles of 2020 for Hispanic consumers. Which vehicles made the Hispanic Motor Press Foundation awards this year?
Sub Compact: Honda Fit
Sedan: Hyundai Sonata
Crossover: Toyota RAV4
Sports Utility: Kia Telluride
Pickup Truck: Ram 1500
Family Car: Hyundai Santa Fe
Luxury Car: Lincoln Aviator
Sports Car: Ford Mustang
Adventure: Jeep Gladiator
Electric Car: Nissan LEAF
Hybrid: Ford Escape Hybrid
2020 Subaru Forester
The Japanese automaker has many vehicles in their all-wheel-drive-stable of vehicles like the new 2020 Subaru Crosstrek or Forester SUV that would appeal to first-time Hispanic buyers, Millennials, and a multi-cultural generation. But Subaru seems to be ignoring an important and growing part of the U.S. population. The HMPA would give Subaru some recognition if the Camden, N.J. automaker would show the Hispanic community a little love.
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Denis Flierl has invested nearly 30 years in the automotive industry in a variety of roles. All of his reports are archived on our Subaru page. Follow Denis on Facebook, Twitter, Instagram, Subaru Report. Check back tomorrow for more Subaru news and updates!
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