Automakers Tailor Ads to Woo Minorities - aftermarketNews

Automakers Tailor Ads to Woo Minorities

The auto industry increasingly is targeting the black, Hispanic and Asian American communities with tailored advertising, as the buying power of minorities grows, according to a recent report in the Seattle Post-Intelligencer Reporter . Companies are now beginning to create ads that speak to specific audiences, placing them in targeted media outlets. According to Randi Payton, publisher of the magazines African Americans on Wheels and Latinos on Wheels, this increased attention to diversity is even making its way into the design of cars, as automakers tailor products to lifestyle choices.

SEATTLE — The auto industry increasingly is targeting the black, Hispanic and Asian American communities with tailored advertising, as the buying power of minorities grows, according to a recent report in the Seattle Post-Intelligencer Reporter .

Companies are now beginning to create ads that speak to specific audiences, placing them in targeted media outlets. According to Randi Payton, publisher of the magazines African Americans on Wheels and Latinos on Wheels, this increased attention to diversity is even making its way into the design of cars, as automakers tailor products to lifestyle choices.

“Just about every major auto company has begun to realize it makes perfect sense to have culturally specific advertising,” said Payton.

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