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Why You Won't See Any Subaru Vehicles On The Best New Cars For Hispanic Consumers List

Hispanic Motor Press revealed its latest winners at the LA Auto Show, but Subaru vehicles like the 2020 Crosstrek and Forester aren't on the list. See how Subaru has ignored this important demographic.

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.

Subaru Crosstrek

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.

Subaru Crosstrek

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
Compact: Mazda3:
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 FacebookTwitterInstagramSubaru Report. Check back tomorrow for more Subaru news and updates!

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Photo credit: Subaru DR, Subaru Mexico


digitaldoc (not verified)    November 22, 2019 - 12:20PM

So their picks are based on the advertising dollars to target the Hispanic community, and not how the cars actually drive? Seems like a silly way to choose the best cars.

Bob Abooey (not verified)    November 23, 2019 - 7:50AM

The logic in this article makes no sense. You're telling the readers that advertising dollars is the only factor? Obviously the writer of this article didn't pay attention in science class or statistics. I'll be blocking this website for my newsfeed along with the author.

Jackson (not verified)    November 23, 2019 - 3:26PM

And the article also said that the average Hispanic only has 24$ of income annually to spend. 1.3B$ divided by 54 million. How does that make sense. I'm sure they average alot more than 24$ per person. Wtf

Paul W. (not verified)    November 24, 2019 - 8:10AM

Looking at HMPA's list of corporate sponsors, appears you have to be one in order to win a segment.

Paul w (not verified)    November 24, 2019 - 5:11PM

Maybe this news article is being taken out of (or reported) out context. I do not think it is a lack of targetted marketing that affected Subaru not receiving a HMPA award. All segment winners are listed as corporate sponsors to HMPA. I may as-well create my own demographic car listing and only award my sponsors, why would I award Subaru it they did not sponsor/support me? There is more to why these cars won their segments than what is been reported here.

mutugi (not verified)    December 1, 2019 - 12:11PM

Im also shocked Subaru cop has inclined towards the west n no regards for die hards. I think the truth is in white n black now. where in the list after Hispanic market is Africa?