Why Do Black People Like Nissan?

  • Rogue and Altima are acknowledged as sales-volume leaders in the U.S. market among diverse consumers by the National Association of Minority Auto Dealers.
  • OEMs must exhibit the highest new-vehicle registrations* with ethnic, gender, and millennial consumers in order to be considered in the various prize categories.
  • Nissan was honored by the National Association of Minority Automotive Dealers on January 8 during an event for the Diversity Volume Leadership Awards.

DEARBORN – The National Association of Minority Automotive Dealers awarded the Nissan Altima and the Nissan Rogue top accolades (NAMAD). The Altima was acknowledged as the most popular car among African Americans buyers in 2016. Volume Growth Leader in both the African American and Hispanic/Latino divisions, The Rogue was recognized in two categories. Nissan received recognition for these achievements on January 8 at the Cobo Center in Detroit during the NAMAD Diversity Volume Leadership Awards ceremony, which took place just before the start of the North American International Auto Show.

Every year, NAMAD collaborates with IHS Automotive, a division of IHS Inc. and a premier provider of vital data and analysis for the global auto industry, to identify the automakers that are most successful with multicultural consumers.

According to Jeffrey Webster, director of Diversity and Inclusion at Nissan North America, Inc., “Nissan is happy to take receipt of these distinguished honors, which acknowledge the attractiveness of Nissan vehicles among consumers of diverse backgrounds.” “We recognize the significance of continuously gathering feedback that enables us to develop and construct vehicles that are appealing to all customers. Our consumer base is the most diversified of any automotive manufacturer, at approximately 40% and growing. This award recognizes our achievement in that effort.”

The Diversity Volume Leadership Awards are a top industry event and the only one of its kind that exclusively targets minority consumers of automobiles. OEMs had to have the highest self-reported new vehicle registration rates among millennial, female, and ethnic consumers in order to be recognized in the various award categories. Based on data from the 2016 model (October 2015 through September 2016), IHS data is utilized to identify the finalists. On the basis of an analysis of more than 13 million personal new-vehicle registrations, this year’s award winners were chosen.

Nissan received nominations in four different categories in addition to the three in which the Altima and Rogue won first place. Both the Nissan Rogue and Nissan Sentra were recognized as Millennial Volume Growth Leader nominees. In the category of African American Volume Growth Leader, the Sentra was also a nominee. In the category of Native American Volume Growth Leader, the Nissan Versa was nominated.

Concerning Nissan Motor Co., Ltd. Nissan is a leading full-line automaker with over 60 models available under the Nissan, INFINITI, and Datsun brands. More than 5.4 million vehicles were sold by the corporation during the 2015 fiscal year, bringing in 12.2 trillion yen in revenue. The Nissan LEAF, the world’s best-selling all-electric vehicle ever, is designed, produced, and sold by Nissan. Six geographical areas are managed by Nissan’s global headquarters in Yokohama, Japan: ASEAN & Oceania; Africa, Middle East & India; China; Europe; Latin America; and North America. Under the Renault-Nissan Alliance, Nissan has been working with the French company Renault since 1999 and Mitsubishi Motors since 2016.

Historic March Warns Nissan to Improve, Correct Racist Mistakes

More than 5,000 auto workers, including assemblers, handlers, and service technicians, marched in Canton, Mississippi, on Saturday to demand that Nissan honor their workers’ desire to form a union. Nissan won’t give their employees a chance to voice their issues and demand a better working environment. An active leader in the plant read a message at the march on behalf of his fellow United Auto Workers workers. In order to improve safety and working conditions in the plant, they urged the auto industry behemoth to cease targeting their union and posing a threat to their families.

Sen. Bernie Sanders of Vermont, actor Danny Glover, President of the NAACP Cornell William Brooks, and hundreds of other activists for social justice, including Jobs With Justice, gathered at the Nissan factory grounds in Canton to show their support for Nissan autoworkers. We requested that Nissan respect its employees’ right to vote for a union without being threatened or intimidated by the firm, citing a record of civil rights violations against Nissan’s primarily African American workforce.

Nissan sells its vehicles to youthful, “urban” black and brown consumers and has a sizable customer base of people of color. However, Nissan bargains with labor unions in all of its operations across the world with the exception of two, both of which have a predominance of black employees situated in Mississippi and Tennessee. Nissan blatantly promotes with Breitbart, the media outlet infamous for its backing of white nationalist ideologies, in addition to attempting to prohibit black people from having a say over their jobs. Numerous businesses severed relations with the bigoted website in the last year. More than 10,000 Americans have signed a Color of Change petition urging the automaker to stop supporting the media organization’s anti-black propaganda, but the automaker has yet to respond.

Nissan has employed Kevin Harkins for 13 years. The Clarion-Ledger quoted the father of three kids who joined him on Saturday as saying the following about his reasons for joining the march: “We work there every day for the entire day, and after so many years, it has an effect on your body. It’s simply simple things they could address. Certain things, like days off, are minor things that could be changed but aren’t. They promise things, but they never keep them.”

The marchers passed by a big RV camping on their two-mile trek to the plant from a nearby park where Nissan autoworkers frequently gather to grill out after shifts. On days off, they take the lengthy trip back to their homes. We’re happy that Nissan chose Mississippi as its home base, but Nissan can do better, one of the members remarked.

Which Brands Sell Best to African Americans?

African-Americans increased their vehicle registrations by more than 11% in 2010, and one brand in particular appears to be profiting, according to Polk. In 2010, Toyota was the automaker that African-Americans preferred.

In particular, Polk found that the African-American group registered 641,090 new vehicles in the previous year. This is an increase of 11.5 percent from the prior year. Comparatively, the “non-ethnic” group saw a 6.8% increase in new vehicle registrations.

African-Americans made for 7.4% of all new automobile registrations in the United States.

Last year, African-Americans purchased 15% of new Toyotas, with Ford, Chevrolet, and Honda coming in second through fourth, respectively.

With Ford’s share at 11.7 percent, Chevrolet’s at 11.4 percent, and Honda’s at 11.3 percent, the last three were closely bunched, separated by less than half a percentage point.

“There is a big opportunity for automobile manufacturers and dealers to begin to coordinate marketing strategies with this specific group,” noted Polk product strategist Marc Bland. “The U.S. population is increasing faster in the African-American sector than others. “Those businesses that are in the lead, like Toyota, are already benefiting.”

Nissan (10.2%), Hyundai (5.6%), Kia (4.2%), Dodge (4%) GMC (2.8%) and Volkswagen made up the final five positions (2.2 percent).

Buick, whose market share increased 72.2 percent in 2010, is the brand that is growing the fastest among African-Americans. Following Hyundai with a 53.2 percent gain, Kia (up 34.6 percent), and Cadillac were next on the list (up 34.4 percent).

Additionally, shares of GMC (33.6%) and Infiniti (up 30.9%) increased more than 30%.

On the other hand, Acura, Land Rover, Mercedes-Benz, and BMW all experienced slower growth than the market as a whole, according to Polk.

By luring in more affluent African-Americans, Polk argued, “these brands have a big chance to interact more with this demographic and grow their share of the market.”

The corporation also highlighted data from the US Census Bureau that predicts an increase in the number of African-Americans of 12 percent within the next nine years and of close to 25 percent by 2030.

Polk stated, “Manufacturers will miss huge development potential with these prominent and critical groups if they do not establish themselves with these critical ethnic audiences today.


If you didn’t know, the Nissan Altima is a vehicle that has a very poor reputation in the online automotive community. Altima jokes seem to be commonplace on social media currently in auto-related communities. The Nissan Altimas are known for frequently being in poor condition (such as missing hubcaps, numerous dings and dents, or even a completely missing bumper), having paper tags, black tinted windows, and occasionally having “ricer” modifications like a big spoiler or ill-fitting rims. Of course, the Nissan Altimas are also known for being driven by not-so-great people, such as those who don’t have insurance or even a license, smoke cigarettes with Altima drivers also frequently disregard traffic regulations, breaking them by speeding, cutting off other vehicles, disregarding stop signs and red lights, and even inciting road rage.

Why is it that Nissan Altimas in particular tend to be often undermaintained and draw such nasty people? According to the story, Nissan’s Altimas—consistently the second best-selling sedan in the US—tend to either be purchased by rental fleets (up to 40% of all Altimas sold some years go to fleets) or people with bad credit who can’t always afford the full price. They are a common vehicle at “Buy Here Pay Here” auto dealerships since they are frequently repossessed and grow worn out, filling the secondhand car market with them at prices significantly cheaper than comparable mid-sized sedans. Due to this, those whose incomes are below the national average and who cannot be approved for other comparable vehicles can easily purchase an Altima.

Even more, I’ll assert that the Altima hate campaign is motivated by a subliminal sense of racism. Of course, this does not imply that those who despise Altimas are racist, but it may unintentionally affect how Altimas are seen. According to data and my own experience, African Americans drive Altimas at a significantly higher rate than other car types (Altima is the best selling mid-sized car amongst African Americans, and the best selling car altogether in states with high Black populations like in the deep south). My argument is that some of the same unfavorable preconceptions that are attached to Altimas and drivers of Altimas have also been attached by racists to Black people in general. I’ve noticed that the anti-Altima sentiment is very similar to the anti-first-generation Chrysler 300 sentiment of ten years ago, another car popular with the Black community.

Why does Nissan appeal to people?

The safety rating of a vehicle is one of the most crucial considerations when purchasing a new car. This is especially valid for those who log a lot of weekly time in their vehicles.

When you purchase a Nissan, you can rest easy knowing that all of their cars are fully equipped with safety features. This includes features like stability control, rearview cameras, and front and side airbags. Nissan Intelligent Mobility also includes automatic headlamps, traffic sign recognition, and collision warning systems for vehicles.

If you’re shopping for a brand-new Nissan, you’ll benefit from Nissan Safety Shield 360, which incorporates emergency brakes and a blind-spot warning system.