The Toyota RAV4 was recognized by the National Association of Minority Automobile Dealers as the vehicle model most dedicated to driving sales leadership among Asian, Native American, Hispanic and African-American car buyers.

The RAV4’s win as the Top Overall Future Majority Vehicle was one of 13 honors for Toyota and its luxury brand Lexus in the ninth annual Diversity Volume Leadership Awards, presented by NAMAD and S&P Global Mobility during the 2024 Annual NAMAD Conference at the Fontainebleau Miami Beach Hotel. The program was sponsored by American Honda.

The Lexus RX was named the Top Overall Future Majority Luxury Vehicle.

The Future Majority awards refer to a U.S. Census Bureau projection that ethnic minorities will make up a majority of the U.S. population by 2045.

“The future majority reality continued to be the driving theme throughout this year’s awards ceremony, as the monetary impact of minority vehicle buyers is a significant part of dealer sales” NAMAD chairman Damon Lester said in a news release. “So, it’s very important that through the DVL Awards, we continue to bring awareness to the lack of diversity-targeted marketing that has improved, but remains a critical issue in the automotive industry.”

DVL Awards were presented to brands and models with the most new retail vehicle registrations among ethnic consumers based on an analysis of S&P Global Mobility data from July 2023 to June 2024.

Awards were presented in 30 categories, including new categories for battery electric vehicles.

“The DVL Awards are representative of the commitment of automakers to ensure their vehicles are marketed to diverse consumers,” S&P Global Mobility chief diversity officer Marc Bland said. “In just over 20 years, the future majority reality will be upon us. We’re honored to recognize these top models and their respective brands in support of their efforts to reach the rapidly changing demographic of vehicle consumers.”

NAMAD noted many of the segment award results were extremely close, including the Honda Civic topping the Toyota Corolla by less than 100 registrations for the compact car honor.

In addition, it said Tesla was not considered for the awards, as the criteria for the DVL Awards require having an active dealer network.

Other brands that won in multiple categories include Chevrolet and BMW with four each, Honda/Acura with three and Mercedes-Benz with two.

Here is the complete list of this year’s DVL Award-winning models.

NON-LUXURY

Subcompact car: Nissan Versa

Compact car: Honda Civic

Midsize car: Toyota Camry

Sport and midsize sports car: Ford Mustang

Full-size car: Dodge Charger

Sub-compact utility: Honda HR-V

Compact CUV/SUV: Toyota RAV4

Midsize CUV/SUV: Toyota Highlandr

Midsize van: Toyota Sienna

Compact to 1-ton van: Mercedes-Benz Sprinter

Compact to midsize pickup truck: Toyota Tacoma

Three-quarter to 1-ton pickup truck: Chevrolet Silverado

Half-ton pickup truck: Chevrolet Silverado

Full-size SUV: Chevrolet Tahoe

Non-luxury battery electric vehicle: Volkswagen ID4

Non-luxury hybrid: Toyota RAV-4

 

LUXURY

Luxury subcompact car: Acura Integra

Luxury compact car: Lexus IS

Luxury midsize car: Lexus ES

Luxury full-size car: Mercedes-Benz S-Class

Luxury exotic, prestige full-size and sports car: Chevrolet Corvette

Luxury subcompact CUV: BMW X1

Luxury compact CUV: Lexus NX

Luxury midsize CUV: Lexus RX

Luxury midsize SUV: BMW IX

Luxury full-size SUV: BMW X7

Luxury hybrid: Lexus NX

Luxury battery operated EV: BMW I4

 

TOP AWARDEES

Top Overall Future Majority Luxury Vehicle: Lexus RX

Top Overall Future Majority Vehicle: Toyota RAV4