Toyota appears to be the brand of choice for Chinese Americans in the San Francisco Bay area. A recent survey by KTSF, an Asian-language broadcast TV station in San Francisco, along with Interviewing Service of America in Los Angeles, polled 500 Chinese Americans, the majority of whom speak in their native tongue, on consumer preferences for items ranging from long-distance carriers to automobiles.
The study revealed that 35 percent of the respondents owned Toyotas, far ahead of the 21 percent ownership for second place Honda and 11 percent for third place Nissan. Toyota's 35 percent figure in the Bay Area is sharply higher than the brand's overall 1999 U.S. market share of 7.6 percent. Michael Sherman, general manager of KTSF, suggests the survey's results are related to Toyota consistently advertising to the U.S. Chinese community, 'and they've been doing it for a long time.'
But Sherman predicts a possible change in the figures, as Ford Motor Co. and General Motors have increased advertising efforts in the Bay Area to reach the Chinese.