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The study aims to help auto marketers understand how to better engage multicultural consumers.

This means that auto marketers have more opportunities to engage these audiences over time, which is critical for a COVID-19 recovery.

The report’s data was collected from the Nielsen Auto Path-to-Purchase series during a pre-pandemic time period when the U.S. auto industry was already confronting growth challenges.

Multicultural consumers follow a unique and distinct path-to-purchase when it comes to buying new vehicles.

“To set the stage for success, marketers must be sensitive to the current realities and make the most out of multicultural consumers’ media preferences.

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