Though overall new vehicle registrations were down 3.3 percent in 2007, Hispanic, Asian and African-American consumers maintained 22 percent of the market, a stable level from 2006, according to R. L. Polk & Co.. In this difficult U.S. auto market, addressing multicultural consumers and understanding their loyalty habits should play a critical role in vehicle manufacturers' brand strategies as they attempt to maintain and grow customers in this important segment.
