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Toyota is top winner at Diversity Volume Awards recognizing ethnic car sales

(January 11, 2016) In a first for the auto industry, the Diversity Volume Leadership Awards were presented yesterday to carmarkers with the greatest number of units sold to Black, Hispanic, Asian and Native American, Women and Millennial car buyers.

The awards ceremony was produced by the National Association of Minority Automobile Dealers (NAMAD) and IHS Automotive research firm. and was presented before an invitation-only audience of over 200 at the Detroit's Cobo Center. The awards are a collection of the best automotive brands driving sales with multicultural consumers.

The inaugural event was filled with meaningful moments from the evening's honorees including Bill Fay, Group Vice President and General Manager of Toyota Division, Toyota Motor North America, and event hosts, Damon Lester, NAMAD President; Marc Bland, Vice President, Diversity and Inclusion, IHS Automotive; Perry Watson III, Chairman of NAMAD and Mark Sandora, Vice President, Sales  - Americas from IHS Automotive.

One of the premier industry events, the DVL Awards will annually celebrate segment leaders. It is the only event of its kind focused on multicultural automotive buyers.

Of the top industry honors presented to automotive manufacturers, nominees for the DVL Awards have demonstrated the highest new vehicle registrations with ethnic, women and millennial consumers. New vehicle registration data from IHS Automotive has been used to determine the nominees based on 2015 model year actual U.S. personal new vehicle registration volumes (October 2014 through September 2015). This year's awards are based on an analysis of more than 13 million personal new vehicle registrations.

Toyota's Jim Colon, Vice President of African American Business Strategy, poses with the newly unveiled Lexus LC500 at the North American International Auto Show

Toyota took home the greatest number of honors, capturing 10 of the 20 categories with cars from the Toyota and Lexus brands.  

Winners for the 2016 Diversity Volume Leadership Awards are as follows:

Ethnic Volume Leaders by IHS Automotive Regions
Great Lakes Region- Chevrolet Equinox
Mideast Region - Honda Accord
New England Region - Toyota RAV4
Plains Region - Toyota RAV4
Rocky Mountain Region - RAM Ram
Southeast Region - Toyota Corolla
Southwest Region - Chevrolet Silverado
Western Region - Honda Civic

Volume Leaders Millennials and Women
Top Women's Vehicle - Honda CR-V

Top Women's Luxury Vehicle - Lexus RX
Top Ethnic Millennial Vehicle - Honda Accord

Volume Leaders by Ethnic Consumer Group
Top Vehicle/African American - Toyota Camry
Top Vehicle/Hispanic - Toyota Corolla
Top Vehicle/Asian Pacific Islander - Toyota Camry
Top Vehicle/Native American - Chevrolet Silverado
Top Luxury Vehicle/African American - Mercedes-Benz C-Class
Top Luxury Vehicle/Hispanic - Lexus IS
Top Luxury Vehicle/Asian Pacific Islander - Lexus RX
Top Luxury Vehicle/Native American - Buick Verano
Top Overall Ethnic Vehicle (Luxury or Non-Luxury)/Toyota Corolla
Connect with DVL Awards:
Hashtag: #DVLawards and #DVLawards2016
Website: and


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