Study: More Latinos, Hispanic Consumers Buying Japanese Cars Like Toyota, Honda and Nissan

It appears that more Hispanic and Latino consumers in the U.S. are leaning towards buying Japanese cars, according the latest reports.

According to the auto market research firm Polk, Toyota is the top brand name among Latinos in the U.S., garnering 18 percent of the U.S. Latinos market; Honda and Nissan, two other Japanese companies, come in second and third, respectively, with Chevrolet and Ford trailing behind.

The report indicates a growing preference among Latinos in the U.S. for Japanese cars, as indicated in recent years. In 2010, Polk statistics showed that Toyota, Nisan and Honda accounted for 46.4 percent of the entire Hispanic market in the U.S., according to new vehicle registrations data.

While car sales boosted up 14 percent from 2011 to 2012, among Latinos, car sales boomed with a 23 percent increase. In addition, Latinos were buying more luxury cars; while the luxury car market had risen by 16 percent during that time, Hispanics were buying 25 percent more luxury cars.

For Toyota, the relationship between their company and Latinos has been a harmonious one.

"I think the Hispanic consumer has been a longtime loyal consumer because we have been a longtime loyal listener," Toyota Spokesman Luis Rosero told CNN Money. 

Mark Bland, head of diversity and inclusion at Polk, agrees noting that the three Japanese company have something in common in terms of their focus on the rapidly-growing Latino group of the U.S.

"It's a dedicated and consistent focus on the Hispanic market," he said, according to NBC Latino. "What they all have in common is respect. Respect for the consumer and going out of their way to support Latino activities in the communities they live, work and play in."

Bland brought up what he saw among Toyota dealerships in Los Angeles, one of the most populated Latino cities in the country. "They gave you the option if you would prefer Spanish or English, so the first thing there is you have a choice," he said. "That is respecting Hispanic consumers and culture."

In 2010, according to a Truecar.com study, eight of the top 10 models purchased by Hispanic car buyers were Japanese, the top five being the Toyota Corolla, Honda Civic, Honda Accord, Toyota Camry and Ford F Series.