Win Asian American Drivers Through Reliability & Innovation

Explore the evolving expectations of Asian American car buyers and how cultural values are driving preferences in safety, design, and innovation.

Collag’s latest Auto Category research helps brands decode the cultural and demographic shifts transforming the automotive landscape. By layering identity factors—like race, ethnicity, generation, and gender—onto consumer behaviors and attitudes, the series reveals how different segments approach car ownership, brand loyalty, and the path to purchase. With these insights, brands can activate more inclusive, culturally fluent strategies that resonate with today’s diverse consumers.

This report focuses on Asian American consumers—one of the fastest-growing and most diverse racial and ethnic segments in the U.S.—and how they are redefining what matters in the Auto Category. Prioritizing innovation, long-term reliability, and cultural alignment, these discerning buyers bring unique expectations to the car-buying journey, shaped by strong ties to caregiving and multigenerational living.

Keep reading for The Big Picture, and download an excerpt from the report to discover how auto brands can earn trust and loyalty with this influential segment.