survey goal - automotive project
TRANSCRIPT
Survey Goal
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Introduction Throughout this report, the term “diversity” refers only to people of color, 74)'-A'%00=�?��*6-'%2��1)6-'%27���7-%27���-74%2-'7��%8-237�%2(��%8-:)��1)6-'%27�
The diversity scorecard was developed in 2012 to provide a snapshot of each manufacturer’s success at building and sustaining ethnic diversity and inclusion, with a primary focus on people of color.
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Introduction
Throughout this report, the term “diversity” refers only to people of color, specifically – African Americans, Asians, Hispanics/Latinos and Native Americans.
The diversity scorecard was developed in 2012 to provide a snapshot of each manufacturer’s success at building and sustaining ethnic diversity and inclusion, with a primary focus on people of color.
The Scorecard reflects the most visible indicators of an OEM’s commitment to ethnic diversity. The 2017 scorecard is based on OEM responses to the 2016 survey, mailed to the top sales volume OEMs for people of color:
Ford Motor Company Toyota Motor Company General Motors Nissan North America Hyundai Motor America FCA (Fiat Chrysler Automobiles) Honda North America Inc. Subaru of America Kia Motors America Mercedes Benz USA Volkswagen Group of America BMW North America
Scoring Methodology
Scoring is based on four types of data obtained directly from the 2016 Automotive Diversity Survey:
1. Percentages, rather than raw numbers. This helps create a level-playing field for manufacturers, regardless of their size.
2. Growth over time. For this year’s scorecard, growth is based on the percent change: 2014 vs. 2016. It is particularly important to track the percent change over time, given the sales contribution of ethnic people of color to the auto industry. For year-end 2016, African Americans, Asians and Hispanics/Latinos represented 26% of U.S. sales – that’s nearly 1 out of 3 NEW vehicle purchases. In addition, these consumers are contributing more to growth in the auto industry than the general market.
3. Oversight/accountability. For specific scorecard factors, this includes, but not limited to, having established diversity goals, executive compensation tied to diversity goals, tracking performance against diversity goals, and the existence of a diversity board/committee
4. Engagement . Using available ethnic resources to improve performance in the six diversity areas – e.g., Rainbow PUSH/CEF, NAMAD, National Council of LaRaza, NMSDC, 4As, HBCUs, ethnic-owned search firms, national professional associations, etc.
Survey Participants
OEM
FordMotorCompany
ToyotaMotorNorthAmerica
GeneralMotors
NissanNorthAmerica
HyundaiMotorAmerica
FCA(FiatChryslerAutomobilesUS)
HondaNorthAmerica
SubaruofAmerica
KiaMotorsAmerica
MercedesBenzUSA
VolkswagenGroupofAmerica
BMWNorthAmerica(refusedtoreplytosurveyrequest)
Scorecard Factors
�Employment
�Advertising
�Marketing (including Auto Shows)
�Procurement
�Philanthropy
�Dealer Development *�* Under Dealer Development, some data was provided by NAMAD.�
Scoring
Automotive company reflecting best practices for ethnic diversity using
RPC/CEF criteria: Disclosure of goals, initiatives and dollar
investments with some accountability and growth. �
(based on survey and other confidential information provided to RP/CEF)
Some indication of ethnic diversity evident (goals, initiatives,
accountability). Not all dollar investments, key figures and other scorecard factors disclosed either
on the survey or directly to �RPC/CEF
Diversity initiatives and investments non-existent, not disclosed, or did
not provide enough relevant information for scoring; did not
submit a completed questionnaire.
Scorecard Factors
�Employment
�Advertising
�Marketing (including Auto Shows)
�Procurement
�Philanthropy
�Dealer Development *�* Under Dealer Development, some data was provided by NAMAD.�
Scoring
Automotive company reflecting best practices for ethnic diversity using
RPC/CEF criteria: Disclosure of goals, initiatives and dollar
investments with some accountability and growth. �
(based on survey and other confidential information provided to RP/CEF)
Some indication of ethnic diversity evident (goals, initiatives,
accountability). Not all dollar investments, key figures and other scorecard factors disclosed either
on the survey or directly to �RPC/CEF
Diversity initiatives and investments non-existent, not disclosed, or did
not provide enough relevant information for scoring; did not
submit a completed questionnaire.