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Auto marketers need to understand the “emotional payoff” of each of their vehicles to multicultural communities if they want to sell more vehicles and improve loyalty among Hispanics, African-Americans and Asian-Americans in the U.S., according to auto consultancy Strategic Vision.
Alexander Edwards, president of Strategic Vision’s automotive arm, told Advertising Age he is readying the release of an annual survey of 100,000 new-car buyers in 2007, 27,000 of whom were Hispanic, African-American and Asian-American. “*
*From: http://adage.com
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