Comments on: Toyota Camry Campaign Targets African American Women

By: jwanke

jwanke — Tue, 10 Jun 2008 17:09:35 +0000

Based on my casual observations, it is not only cheap Chrysler products African Americans buy, it is also Hyundais, Kias, Suzukis, and Mitsubishis (esp. Galants). These are all companies that are desperate for market share and would grant easier credit than Honda or Toyota. So a demographic group with relatively low incomes would naturally gravitate towards these makes. Of course, given these cars’ shocking depreciation, one wonders about the total cost of ownership, but I suppose the initial purchasing price is lower than that for Hondas, Toyotas, and Nissans and it is probably easier to get credit from also-ran companies in need of higher market share.

By: SupaMan

SupaMan — Tue, 10 Jun 2008 11:57:54 +0000

Now I won’t be the first say what African American women want, but if the women around my office offer any signs, most of them are geared towards the Charger and when they can’t afford it, settle for the Avenger. Matter of fact, one of them was so gungho over the Charger that I asked her if she eventually got it, she said she wanted to, but the salesman offered her a great deal on an Avenger SXT. It’s gotta be the looks.

By: quasimondo

quasimondo — Tue, 10 Jun 2008 03:54:21 +0000

It’s still an incomplete picture. Is the Avenger outselling the Altima, Accord, or Sonata by the same margin? What about sales between the Camry and the rest of it’s competition in this demographic. Is it really an issue of price, or are they the odd duck out because they have too much of a stodgy image? Too many assumptions are made based on the one tidbit of info you’ve been fed, don’t you think?

By: Robstar

Robstar — Tue, 10 Jun 2008 02:29:32 +0000

God do I hate chrome almost as much as I hate wheels that are worth more than the rest of the car……..

By: MikeInCanada

MikeInCanada — Mon, 09 Jun 2008 22:43:03 +0000

Quick! Someone get Star Jones away from the buffet table and put her in the drivers seat of this Prius!!

By: seabrjim

seabrjim — Mon, 09 Jun 2008 21:32:17 +0000

Maybe they have more catalog parts available to bling out. Who knows. If african american women knew what was good, they would study depreciation. Few cars(town car excluded) lose value overnight like the avenger. Look to see what they fetch after 2 or 3 years in the auto ads. Disposable car – big time!

By: romanjetfighter

romanjetfighter — Mon, 09 Jun 2008 21:26:48 +0000

The Camry needs more chrome STAT! It’d make it more attractive to all demographics, but especially to urban blacks.

Also, here, a Camry LE sells for about 18.3k (this was a price we got with no haggling at our dealership a few weeks ago) and the Avenger advertises for thousands less.

By: willbodine

willbodine — Mon, 09 Jun 2008 21:12:11 +0000

This is news to moi. I didn’t think anyone bought a Sebring/Avenger retail. Who knew? Or as a local license plate asks, “who gnu”?
Bad as I think a Camry is, the Mopars are much, much worse. At least the Camry holds its value (sorta) and has a reputation for being reliable/durable.

By: whatdoiknow1

whatdoiknow1 — Mon, 09 Jun 2008 21:02:07 +0000

Very interesting statistic here. I guess this country must really be a big place because I can’t count one single Avenger among the cars in my neighborhood, but I can count well over 25 to 30 Camrys of all ages!

If anything I would say the Toyota dealer in my neck of the woods is losing Camry sales to the less expensive Corolla.

By: psarhjinian

psarhjinian — Mon, 09 Jun 2008 20:27:10 +0000

quasimondo,

Real-world prices for the Avenger and Camry are quite disparate. You can get a Camry for under invoice, if you haggle. A Dodge salesman will practically drop money in your lap.

That’s the difference.

To give a real-world example: we’re looking for a larger vehicle, probably a minivan or sensible crossover. Toyota and Honda dealers budge very slightly on Siennas and Odysseys; a Ford dealer dropped four thousand dollars (Canadian, mind you) off the Taurus X without my even asking.

By: quasimondo

quasimondo — Mon, 09 Jun 2008 20:20:47 +0000

Now, this is perhaps an unfortunate and inconvenient truth, but African-American women have one of the lower median incomes amongst identifiable demographics, and, after discounts, the Avenger is very, very cheap.

I just checked Dodge’s website. Outside of the $2.99 gas offer, there’s very little in discounts. $1000 for the R/T, $500 for the SE/SXT. Base price is $19k.

According to the Toyota website, the Camry also starts at $19K. While they don’t offer a discount, I think it’s safe to say that with the pricing so close to each other and the rebates kept to a minimum, the motivations behind black women choosing the Avenger over the Camry are not financial in nature.

Perhaps it is the styling. After all, it does look like a miniature Charger. I think it’s ugly, but obviously others disagree, otherwise they wouldn’t be buying them.

By: CarShark

CarShark — Mon, 09 Jun 2008 19:55:15 +0000

Obviously, the Avenger’s more “out-there” styling must appeal to them along with the price.

Somewhat off-topic:

Do we have any black women that regularly reply on this site? Or women, period? I thought that people didn’t like ad campaigns specifically geared toward them because they usually ended up off-base.

By: AKM

AKM — Mon, 09 Jun 2008 19:48:14 +0000

And for this woman, she doesn’t see herself as boring

Because an Avenger is exciting? Unless one counts rattles and poor quality materials as exciting, that is.

By: Lichtronamo

Lichtronamo — Mon, 09 Jun 2008 19:47:01 +0000

psarhjinian echos my first thought re: this story too.

By: psarhjinian

psarhjinian — Mon, 09 Jun 2008 19:38:35 +0000

By: 86er

86er — Mon, 09 Jun 2008 19:36:34 +0000

Will it have as much success as Mercury’s marketing efforts to particular demographics?

The suspense is killing me!