How Ford found an audience of female African-American pick-up truck enthusiasts

Ford, the auto marque, has identified a valuable opportunity in connecting with Black women, who are helping fuel growth for the company.

At a glance

Ford, the automaker, found that African-American women are driving sales of its pick-up trucks, presenting a major opportunity for this part of its business.

Why it matters

African-American consumers will control an estimated $1.5 trillion in spending power by 2021, and Black women will have a key role in shaping how this money is translated into purchases. Their habits and preferences also exert a significant influence on the behavior of other consumer cohorts in the US.


  • African-American women are often loyal customers, meaning that getting it right with this audience first time can yield significant long-term...
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