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data on African American consumers
Black Buying Power:
$679 Billion (2004)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
Top Five Expenditures:
- Housing 110.2 bil.
- Food 53.8 bil.
- Cars/Trucks 28.7 bil.
- Clothing 22.0 bil.
- Health Care 17.9 bil.
Click here for more stats from "The Buying Power of
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228 S. Wabash Ave.
Chicago, IL 60604
Cred: Buick wants to woo African-American buyers
(November 11, 2006) If more blacks start driving Buicks it could help
the brand overcome its biggest problem: the perception that it is a
boring, old person's car.
That's the view of Steve Shannon, Buick's general manager. He says blacks
are the most loyal Buick customers and he wants more of them.
Not only do blacks of all ages buy a lot of cars, he says that young
blacks, particularly athletes and hip-hop artists, help define urban
"We already have quality and technical sophistication," Shannon said at
the SEMA show here. "But perception is hard to hit at directly."
To raise its profile with blacks, Buick has chosen Atlanta, a city with a
high percentage of black residents, for a new marketing program.
Shannon says the division and its dealers are spending at least $1 million
on media directly targeted at black consumers, primarily featuring the
The campaign includes traditional media such as newspaper, radio and
billboards. Singer Isaac Hayes does the voiceover for the spots.
"We decided to use Isaac because, while older, he's still cool," Shannon
He says he also may showcase in Atlanta the 11 tricked-out Lucernes that
aftermarket companies created for the SEMA show at no charge to Buick.
The SEMA Lucernes range from cars with retuned engines delivering more
than 300 hp to low riders sitting on 20-inch wheels. Some have subwoofers
pumping out 3,000 watts of power.
"I'm not sure how many athletes would buy these, but this is our attempt
to see interest," Shannon said. "In the future we are looking at engine
and interior changes." And he says "we'll never give up" our hopes for a
The Lucerne debuted as a 2006 model. It comes in four trim levels,
including the top-end model that is equipped with a Northstar V-8 making
While the Lucerne has about a 30 percent conquest rate, Shannon says that
is not good enough. He did not know what percentage of all Buicks are
bought by blacks.
"We've got to bring new people to the franchise," he says. "It makes sense
to test this with African-Americans because we have a reservoir of
goodwill with them - more so than Caucasians, Hispanics or Asians."
Shannon said the Atlanta campaign began about six weeks ago and may be
expanded to other markets.
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'Buying Power' report shows black consumers spending more on home life
As the American economy continues to move sluggishly,
African-American households are curtailing their spending in many
categories, including food, clothing and basic household items, while
investing more in home repair, home entertainment and consumer
electronics. Although they are trimming back, black consumers are still
spending more than their white counterparts on most of these products.
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