2015 Automotive Diversity Scorecard

Transcription

1 2015 Automotive Diversity Scorecard Rainbow PUSH Automotive Project An Initiative of the Citizenship Education Fund

2 Survey Goal Since the inception of the first Automotive Diversity Survey in 2001, Rainbow PUSH/CEF has conducted a confidential survey of automotive manufacturers every two years. The content of the survey has evolved over time to incorporate additional indicators of a manufacturer s commitment to diversity. This survey provides the automotive manufacturer s leadership team an opportunity for self-evaluation as it relates to diversity within their companies. In turn, it provides the Rainbow PUSH/CEF Automotive Project an aggregate report summary to serve as a resource for consultation regarding best practices in the industry. Our diversity commitment indicators are: Employment and Corporate Leadership Advertising Marketing Procurement Dealer Development Philanthropy

3 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 2015 scorecard is based on OEM responses to the 2014 survey, mailed in December 2014 to the top sales volume OEMs for people of color: General Motors Ford Motor Company FCA (Fiat Chrysler Automobiles) Toyota Motor Company Nissan North America Honda North America, Inc. Hyundai Motor America Kia Motors America BMW North America Volkswagen Group of America Mercedes-Benz USA Subaru of America

4 Scoring Methodology Scoring is based on four types of data obtained directly from the 2014 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 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 2014, 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.

5 Survey Participants OEM Ford Motor Company Toyota Motor North America FCA (Fiat Chrysler Automobiles US) General Motors Honda North America Volkswagen Group of America Hyundai Motor America Subaru of America Nissan North America Kia Motors America BMW North America Mercedes-Benz USA Non-participant due to relocation; no information provided for scorecard

6 Scorecard Factors Employment Advertising Marketing (including Auto Shows) Procurement Philanthropy Dealer Development * * Under Dealer Development, some data was provided by NAMAD.

7 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.

8 nth ila Ph De ale rs* rop y nt me ure Pro c tin g rke Ma g rtis in ve Ad Em plo ym en t Rainbow PUSH/CEF 2015 Automotive Diversity Scorecard Ford Toyota General Motors FCA BMW Subaru Nissan Honda Hyundai Kia VW Mercedes Benz Reflects best practices for ethnic diversity using RPC/CEF criteria. Release of goals, initiatives and investments with some accountability (based on survey and other confidential information provided to RP/CEF) Some indication of diversity evident (goals, initiatives, accountability). Not all dollar investments, key figures and other scorecard factors disclosed Diversity initiatives and investments non-existent, not disclosed or did not provide enough relevant information for scoring; did not submit a completed survey