Summary
Enjoying the outdoors is not exclusionary, but there is a misconception that Black women don't embrace the beauty and therapeutic benefits the outdoors provide. This has caused automotive brands to steer away from aligning their outdoor-focused nameplates with Black women.
However, the atmospheric rise of Black outdoor groups has provided an outlet for authentic outdoor Black experiences, including fitness, meditation, and gatherings with family & friends.
Black Americans are engaged with the outdoors and can see how capable, outdoor-themed vehicles can be aspirational, practical, and desirable to complement and serve their lifestyle needs.
Marketing challenge
Based on our learning,...