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Hispanic Consumers and Auto Service: Maintenance and Repair - US - May 2014

Published By :

Mintel

Published Date : May 2014

Category :

Parts & Suppliers

No. of Pages : 143 Pages

Hispanic auto repair and maintenance consumers as a whole are a value-oriented and community-focused group. With many Hispanics seeking out mechanics, managers, and sales representatives of Hispanic origin and auto repair facilities that are a part of their community, major automotive brands must commit to greater diversity in terms of marketing, sales, and promoting minority ownership of franchises whenever possible.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Figure 1: Fan chart forecast of total consumer spending for Hispanic consumers and auto service, maintenance, and repair, at current prices, 2008-18
The consumer
Hispanics to comprise 18.8% of US population by 2019
Figure 2: Population, by race and Hispanic origin, 2009-19
1 in 5 Hispanics have done work on their cars themselves
Figure 3: Shops and retailers used for auto service/repair, or DIY, February 2014
AutoZone most visited automotive retail store among Hispanics
Figure 4: Automotive stores shopped at by Hispanics in the last 12 months, November 2012-December 2013
Nearly half of Hispanic households had vehicle serviced to treat problem
Figure 5: Nature of work most recently completed on vehicle, February 2014
Hispanic households more likely to pay for their service with cash
Figure 6: How was last service/repair paid for, February 2014
Mid-Atlantic Hispanics more likely to watch instructional videos to help aid in maintenance
Figure 7: Service and maintenance behavior by Hispanic auto care customers, by census regions – Divisions, February 2014
Hispanic Millennials much more willing to try a new auto shop that has a deal or promotion
Figure 8: Attitudes toward service and maintenance by Hispanic auto care customers, by generations, February 2014
What we think

Issues and Insights

How can auto repair franchises better engage the Hispanic auto maintenance consumer?
The issues
The implications
How can auto service providers get Hispanic households to commit to more preventive auto repair?
The issues
The implications

Trend Application

Trend: Prepare for the Worst
Trend: Locavore
Trend: Let’s Make a Deal

Market Size and Forecast

Key points
Hispanic share of US auto maintenance and repair expenditure tops 10% in 2013
Figure 9: All household expenditures on auto maintenance and repair, and share accounted for by Hispanics, 2008-18
Figure 10: Expenditures by Hispanic households on auto maintenance and repair, by segment, at current prices, 2008-18
Hispanic auto maintenance and repair expenditure set to grow by 19% from 2013-18
Figure 11: Total US Retail sales of Hispanic Consumers and Auto Service, 2008-18
Fan chart forecast
Figure 12: Fan chart forecast of total consumer spending for Hispanic consumers and auto service, maintenance and repair, at current prices, 2008-18

Marketing Strategies

Strategy: Relate to them
NAPA Auto Parts – Official Sponsor of the Mexican National Soccer Team
Figure 13: NAPA Pura Calidad Tour, May 2014
Figure 14: NAPA Pura Calidad TV Commercial, March 2013
Strategy: Increase value proposition
Jiffy Lube – Offering a little extra
Figure 15: Jiffy Lube World Cup sweepstakes entry form, May 2014
Strategy: Partner with them to take care of their car
Chevron with Techron – Taking care of your car
Figure 16: Chevron with Techron, Used cars TV ad, April 2014

Hispanic Vehicle Ownership and Automobile Clubs Affiliation

Key points
Average Hispanic household owns two cars
Figure 17: Number of vehicles owned, by race/Hispanic origin, November 2012-December 2013
Hispanic households significantly less likely to have recently purchased a new vehicle
Figure 18: Household vehicles purchased, by new, used, leased, by race/Hispanic origin, November 2012-December 2013
Hispanic households slightly less likely to own 2013MY or newer vehicle
Figure 19: Model year of currently owned vehicles, by race/Hispanic origin, November 2012-December 2013
Hispanic households more likely to have recently purchased a foreign make vehicle
Figure 20: Top 20 most recently acquired auto makes – Domestic and import, all versus Hispanics, November 2012-December 2013
Hispanic significantly less likely to belong to a auto club
Figure 21: Hispanic membership of automobile clubs, November 2012-December 2013

Automotive Stores Shopped and Services Received

Key points
AutoZone most visited automotive retail store among Hispanics
Figure 22: Automotive stores shopped at by Hispanics in the last 12 months, November 2012-December 2013
47% of Hispanic households received tire rotation/balancing in past year
Figure 23: Automotive services purchased, by household income, November 2012-December 2013
Plurality of Hispanic households self-report changing own oil
Figure 24: Who added changed motor oil for Hispanics in last 12 months, November 2012-December 2013
Figure 25: Automotive stores and service outlets used by Hispanics for oil change, November 2012-December 2013
AAMCO, Sears, Firestone show improved response for brake service among Hispanic households
Figure 26: Automotive stores and service outlets used by Hispanics for brake service, November 2012-December 2013
1 in 5 Hispanic tire purchasers went to Discount Tire
Figure 27: Automotive stores and service outlets used by Hispanics to buy tires, November 2012-December 2013
Nearly two thirds of Hispanic tire purchasers buy a set of four tires
Figure 28: Number of passenger car tires purchased by Hispanics in the last 12 months, November 2012-December 2013
Figure 29: Number of pickup/SUV/van tires purchased by Hispanics in the last 12 months, November 2012-December 2013
Hispanic households most likely to purchase Goodyear tires
Figure 30: Brands of tire bought by Hispanics in last 12 months, November 2012-December 2013

Shops and Retailers Used for Auto Service/Repair, or DIY

Key points
Tire retail stores most visited type of service facility; 1 in 5 Hispanics have done work on their cars themselves
Figure 31: Shops and retailers used for auto service/repair, or DIY, February 2014
Hispanic women far less likely to personally take vehicle in for servicing
Figure 32: Shops and retailers used for auto service/repair, or DIY, by gender, February 2014
Hispanic households earning $75K+ more likely to visit dealerships, franchise auto shops for service and maintenance
Figure 33: Shops and retailers used for auto service/repair, or DIY, by household income, February 2014
Bilingual Hispanics more likely to have personally taken action on vehicle maintenance
Figure 34: Shops and retailers used for auto service/repair, or DIY, by languages spoken in home, February 2014
Hispanic Baby Boomers more likely to frequent independent mechanics and auto dealerships when compared to Hispanic Millennials
Figure 35: Shops and retailers used for auto service/repair, or DIY, by generations, February 2014
Hispanic households who don’t have children less likely to personally complete maintenance on vehicle
Figure 36: Shops and retailers used for auto service/repair, or DIY, by presence of children in household, February 2014

Nature of Work Most Recently Completed on Vehicle

Key points
Nearly half of Hispanic households had vehicle serviced to treat problem
Figure 37: Nature of work most recently completed on vehicle, February 2014
Hispanic households earning $75K+ more likely to have used roadside assistance
Figure 38: Nature of work most recently completed on vehicle, by household income, February 2014
Little differences between nature of work performed by generation
Figure 39: Nature of work most recently completed on vehicle, by generations, February 2014
Hispanic households with three or more children more likely to bring vehicle in for repair services
Figure 40: Nature of work most recently completed on vehicle, by presence of children in household, February 2014

Method of Payment for Last Service/Repair

Key points
Hispanic households more likely to pay for their service with cash
Figure 41: How was last service/repair paid for, February 2014
Hispanics in households earning $75K+ more likely to have service covered by service contract or insurance
Figure 42: How was last service/repair paid for, by household income, February 2014
Hispanic households with three or more children more likely to have repairs covered by insurance
Figure 43: How was last service/repair paid for, by presence of children in household, February 2014

Spend on Maintenance/Repairs

Key points
Hispanic households spent average of $835 annually on repairs
Figure 44: Spend on maintenance/repairs in last 2 years, February 2014
Hispanics that speak mostly English at home spent the most on vehicle maintenance
Figure 45: Spend on maintenance/repairs in last 2 years, by languages spoken in home, February 2014
Hispanic Millennials/iGeneration spend most on vehicle maintenance
Figure 46: Spend on maintenance/repairs in last 2 years, by generations, February 2014
More children in the household indicates more money spent on vehicle maintenance
Figure 47: Spend on maintenance/repairs in last 2 years, by presence of children in household, February 2014

Service and Maintenance Behavior

Key points
39% of Hispanics immediately service vehicle with “check engine” light
Figure 48: Service and maintenance behavior by Hispanic auto care customers, February 2014
Hispanic men more likely to want ASE certified mechanics and to write reviews
Figure 49: Service and maintenance behavior by Hispanic auto care customers, by gender, February 2014
ASE certification matters more to bicultural and acculturated Hispanics
Figure 50: Service and maintenance behavior by Hispanic auto care customers, by languages spoken in home, February 2014
Generation X and Baby Boomer Hispanics more engaged in upkeep of vehicle when compared to Hispanic Millennials
Figure 51: Service and maintenance behavior by Hispanic auto care customers, by generations, February 2014
Mid-Atlantic Hispanics more likely to watch instructional videos to help aid in maintenance
Figure 52: Service and maintenance behavior by Hispanic auto care customers, by census regions – Divisions, February 2014

Attitudes toward Service and Maintenance

Key points
41% of Hispanic household respondents interested in having history with mechanic
Figure 53: Attitudes toward service and maintenance by Hispanic auto care customers, February 2014
1 in 5 Hispanic men like working underneath the hood of their vehicles
Figure 54: Attitudes toward service and maintenance by Hispanic auto care customers, by gender, February 2014
Unacculturated and bicultural Hispanics more inclined toward Spanish-language sales material
Figure 55: Attitudes toward service and maintenance by Hispanic auto care customers, by languages spoken in home, February 2014
Hispanic Millennials much more willing to try a new auto shop that has a deal or promotion
Figure 56: Attitudes toward service and maintenance by Hispanic auto care customers, by generations, February 2014
Mid-Atlantic Hispanics more concerned with increasing complexity of autos
Figure 57: Attitudes toward service and maintenance by Hispanic auto care customers, by census regions – Divisions, February 2014

Appendix – Demographic Profile of US Hispanics

Key points
Population trends
Figure 58: Population, by race and Hispanic origin, 2009-19
Figure 59: Population, by race/Hispanic origin, 1970-2020
Figure 60: Asian, Black, and Hispanic populations, 1970-2020
Birthrates
Figure 61: Births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 62: Hispanic population, by age, 2009-19
Figure 63: Total US population by age, 2009-19
The Hispanic and total US population by gender
Women
Figure 64: Hispanic female population, by age, 2009-19
Figure 65: Total US female population by age, 2009-19
Men
Figure 66: Hispanic male population, by age, 2009-19
Figure 67: Total US male population by age, 2009-19
Characteristics
Marital status
Figure 68: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 69: Marital status of Hispanics, by age, 2013
Household size
Figure 70: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 71: Households, by presence and ages of own children, 2013
Generations
Figure 72: Generations – Hispanics versus non-Hispanics, 2014
Hispanics by country of origin/heritage
Figure 73: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 74: Number of tortilla-related products launched per year in the US, 1996-2013
Puerto Ricans (9% of US Hispanics)
Cubans (4% of US Hispanics)
Dominicans (3% of US Hispanics)
Central Americans (8% of US Hispanics)
South Americans (5% of US Hispanics)
Figure 75: US Hispanic population, by country of origin/heritage, 2000-10
Figure 76: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 77: Hispanic population, by region of residence, 2000-10
Figure 78: Hispanic or Latino population as a percent of total population by county, 2010
States with the most Hispanic population growth
Figure 79: States ranked by change in Hispanic population, 2000-10
Figure 80: Percent change in Hispanic or Latino population by county, 2000 to 2010
Key Hispanic metropolitan areas
Figure 81: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Hispanics online
Figure 82: Internet use among Hispanics 18+, 2013

Appendix – Acculturation

What is acculturation?
Figure 83: Acculturation Diagram
Figure 84: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 85: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Automotive Stores Shopped and Services Received

Figure 86: Automotive stores and service outlets used by Hispanics for detail/Clean, November 2012-December 2013
Figure 87: Automotive stores and service outlets used by Hispanics for mufflers, November 2012-December 2013
Figure 88: Automotive stores and service outlets used by Hispanics for car batteries, November 2012-December 2013
Figure 89: Automotive stores and service outlets used by Hispanics for accessories, November 2012-December 2013
Figure 90: Automotive stores and service outlets used by Hispanics for other parts, November 2012-December 2013
Figure 91: Automotive stores and service outlets used by Hispanics for alignment/suspension, November 2012-December 2013
Figure 92: Automotive stores and service outlets used by Hispanics for transmission change, November 2012-December 2013
Figure 93: Automotive stores and service outlets used by Hispanics for a tune-up, November 2012-December 2013
Figure 94: Automotive stores and service outlets used by Hispanics for other services, November 2012-December 2013
Figure 95: Type of store/shop that installed mufflers purchased, November 2012-December 2013
Figure 96: Brand of mufflers purchased, November 2012-December 2013

Appendix – Websites Visited by Customers of Auto Shops or DIYers

Figure 97: Websites visited by Hispanics, February 2014
Figure 98: Websites visited by Hispanics, by DIY or DIFM auto maintenance, February 2014

Appendix – Social Media Sites Frequented by Customers of Auto Shops or DIYers

Figure 99: Social media sites frequented by Hispanics, February 2014
Figure 100: Social media sites frequented by Hispanics, by DIY or DIFM auto maintenance, February 2014

Appendix – Other Useful Consumer Tables

Hispanic household automotive stores and services received
Figure 101: Automotive services purchased, by model year of vehicle owned, November 2012-December 2013
Vehicle ownership
Figure 102: Vehicle ownership, by household income, February 2014
Figure 103: Vehicle ownership, by generations, February 2014
Figure 104: Vehicle ownership, by primary residence, February 2014
Visitation to auto care facility and/or frequency of DIY auto maintenance
Figure 105: Shops and retailers used for auto service/repair, or DIY, by education, February 2014
Figure 106: Shops and retailers used for auto service/repair, or DIY, by gender and age, February 2014
Figure 107: Shops and retailers used for auto service/repair, or DIY, by nature of work most recently completed on vehicle, February 2014
Figure 108: Shops and retailers used for auto service/repair, or DIY, by how was last service/repair paid for, February 2014
Nature of work most recently completed on vehicle
Figure 109: Nature of work most recently completed on vehicle, by gender, February 2014
Figure 110: Nature of work most recently completed on vehicle, by education, February 2014
Figure 111: Nature of work most recently completed on vehicle, by own or rent primary residence, February 2014
Figure 112: Nature of work most recently completed on vehicle, by DIY or DIFM auto maintenance, February 2014
Figure 113: Nature of work most recently completed on vehicle, by languages spoken in home, February 2014
Method of payment for last serviced/repair
Figure 114: How was last service/repair paid for, by gender, February 2014
Figure 115: How was last service/repair paid for, by education, February 2014
Figure 116: How was last service/repair paid for, by DIY or DIFM auto maintenance, February 2014
Figure 117: How was last service/repair paid for, by languages spoken in home, February 2014
Spend on maintenance/repairs
Figure 118: Spend on maintenance/repairs in last 2 years, by household income, February 2014
Figure 119: Spend on maintenance/repairs in last 2 years, by DIY or DIFM auto maintenance, February 2014
Figure 120: Spend on maintenance/repairs in last 2 years, by own or rent primary residence, February 2014

Appendix – Trade Associations

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