Key aspects of marketing to ethnic groups, according to Kang & Lee Advertising in New York
Use the group's language.
Become familiar with customers' lifestyles, then find out what they are looking for in a car.
Learn more about consumers' knowledge of brands and competitive options.
Focus on function. Many Asian immigrants to North America have large families and own businesses. That's why minivans and sport-utilities are popular.
When making a brand appeal to new immigrants, do not worry about the past. Asian consumers don't remember what Oldsmobile's market position was a decade ago because they are new to North America.