Black women are increasingly influential in the automotive market, demonstrating a complex and evolving set of preferences that vary by generation. Long overlooked by market researchers, this demographic is not emerging as a critical focus in understanding consumer behavior in the automotive industry. Our new study, Voices of Resilience: The State of Black Women is a national survey that polled over 1,000 Black women and provides valuable insights into how automotive choices shift across life stages, from practical sedans to luxurious SUVs, reflecting evolving needs, values, and aspirations.
For young Black Women entering adulthood, car ownership is a balance between functionality and style. Among this demographic, compact cars from Honda and Toyota lead the way wth 16% of respondents identifying these brands as their vehicles of choice. These models offer a desirable mix of affordability, reliability, and versatility, appealing to those who value practical yet stylish transportation.
Interestingly, luxury vehicles also hold significant appeal for this age group, with 37% of respondents driving high-end cars. BMW stands out as the leading luxury brand, capturing 9% of preferences, compared to 2% for Mercedes-Benz. The brand’s association with success and sophistication resonates strongly with young professionals, although Volkswagen is increasingly viewed as a stylish and practical alternative, signaling its potential for growth within this market segment.
As women transition into their late 20s and early 30s, automotive preferences begin to reflect life changes such as career advancement, marriage, and parenthood. Practicality takes precedence, with a noticeable shift toward reliable Japanese brands and versatile American-made vehicles.
This demographic values the space and comfort associated with American sedans and SUVs, as well as the cost-effectiveness of Japanese manufacturers. The preference for these vehicles reflects a blend of pragmatic considerations, such as family needs, and continued brand loyalty cultivated over time.
For Black women in their mid-30s to mid-40s, family and professional obligations play a significant role in shaping automotive choices. Our study reveals a marked preference for American vehicles, which account for 34% of car ownership in this age group.
SUVs dominate this stage of life, offering the versatility to accommodate both personal and professional demands. These are vehicles designed to hold up to everyday responsibilities we can all relate to– they must transition from school drop-offs to corporate meetings, emphasizing practicality without compromising an inch of style. This trend underscores the importance of vehicles that cater to the multifaceted roles Black women navigate daily.
The mid-life years bring a sense of confidence and accomplishment that is mirrored in automotive preferences. Crossovers and SUVs remain dominant, valued for their comfort, elevated driving position, and practicality. However, there is a resurgence in the popularity of international brands, particularly Japanese manufacturers.
According to our study, 45% of Black women in this age group prefer Japanese vehicles, with Toyota and Honda leading the market. These brands are synonymous with reliability and efficiency, qualities highly prized by women at this stage in their lives.
For Black women aged 56 and above, American-made vehicles regain prominence. Our study indicates that 44% of this demographic drives domestic brands, including Chevrolet, Ford, and Cadillac. These vehicles may appeal to a sense of nostalgia while offering the space, luxury, and reliability desired by older drivers.
While Japanese brands, with a 26% market share, continue to hold strong appeal, the preference for American vehicles reflects a desire to support domestic manufacturing and an appreciation for familiar, trusted brands.
The automotive preferences of Black women are diverse, dynamic, and deeply rooted in their evolving life experiences. As automakers strive to capture this market, understanding the unique needs and values of this demographic will be crucial. Black women are shaping trends and are poised to drive future innovations in the industry.
About the author:
Katy Venter, Ph.D & Research Advisor
Dr. Katy Venter is an author and educator with a commitment to advancing STEM
education and fostering inclusive classroom practices. She holds a Ph.D. in Education
from the University of Massachusetts Boston, a master’s degree in chemistry from
Youngstown State University, and a bachelor’s degree in chemistry from Temple
University.
