DETROIT -

The National Association of Minority Automobile Dealers and IHS Automotive have partnered together to create their first Diversity Volume Leadership Awards.

These awards will recognize makes and models that garner the highest new-vehicle volume registrations based on model year for the following consumer segments:

  • Ethnic consumers (consumers of African-American, Asian, Hispanic or Native American descent)
  • Women (of any ethnicity)
  • Ethnic millennials (new vehicle registrants aged 18-34)

The recipients of these awards will be determined based on IHS Automotive's new-vehicle registration data from the 2015 model year (registration volumes from October 2014 through September 2015).

IHS says this year’s awards are based on more than 13 million new-vehicle registrations.

"Ethnic buyers represented 28 percent of all U.S. new-vehicle registrations in 2015, and are one of the fastest growing audiences," said Marc Bland, vice president of diversity and inclusion at IHS Automotive. "In the past year, their volumes have grown 150 percent faster than the rest of the industry — and it's important to recognize their influence on vehicle purchases and honor the brands that dedicate resources to diversity efforts."

The Diversity Volume Leadership Awards will include the following categories, according to NAMAD:

2015 Diversity Volume Leadership Awards categories
Volume Leaders by Ethnic Consumer Group Ethnic Volume Leaders by IHS Automotive Regions Volume Leaders – Millennials and Women
Top Vehicle – African American Great Lakes Region Top Women's Vehicle
Top Vehicle – Hispanic Mideast Region Top Women's Luxury Vehicle
Top Vehicle – Asian Pacific

Islander		 New England Region Top Ethnic Millennial 

Vehicle
Top Vehicle – Native American Plains Region  
Top Luxury Vehicle – African American Rocky Mountain Region  
Top Luxury Vehicle – Hispanic Southeast Region  
Top Luxury Vehicle – Asian Pacific Islander Southwest Region  
Top Luxury Vehicle – Native American Western Region  
Top Overall Ethnic Vehicle (Luxury or Non-Luxury)    

"This awards program will recognize the brands that the multicultural community is buying and also recognize manufacturers that are dedicating marketing efforts to this growing segment," said Damon Lester, NAMAD’s president.

The winners will be announced during the Diversity Volume Leadership Awards before the North American International Auto Show on Jan. 10.