2025 Winter Edition

Greetings,

Happy New Year!

Let's start this issue with a quick recap on Asian Americans' auto-buying trends. Then check out how Asian Americans voted in the 2024 Election. Before you leave, try our fun quiz on New Year celebrations and check out your horoscope in the Year of the Snake.

Stay warm and see you in the spring!

Asian Americans: Powering Automative Purchases

Asian Americans are the fastest-growing consumer segment, representing 60% of all new car sales.

Top Brands

• Top brands preferred by Asian Americans include Toyota, Honda, Tesla, and Lexus.
• The Asian population is 44% more likely to shop at a Toyota or Honda dealership.

Luxury Market

• Tesla leads as the top luxury brand for Asian consumers, followed closely by BMW.

Electric Vehicles

• The top three vehicle types Asian households are considering for purchase are: Hybrid or Electric Vehicles, Luxury, and Compact.
• Close to 1 in 3 electric vehicles purchased in 2023 was by an Asian American consumer.

Buying Age

46% of Asian car consumers are 44 years old or younger. Overall, Asian Americans are a relatively young and dynamic group. A loyal Asian consumer will provide 25% more years of effective buying power.

Asian American consumers are twice as likely to prefer products that reflect their culture and heritage. Advertisements that include in-language messaging are more likely to capture the attention of those who do not speak English as their primary language. 

Asian Americans also tend to be more brand loyal than other groups. If a brand can build a relationship by providing a quality product or service, it is likely the Asian American consumer will stick with the brand long-term.

Source: S&P Global Mobility, Consulting Services/ Top 10 Industry Trends/ 2023, Claritas Insights Guide for Crossings TV, Nielsen Diverse Voices

How Asian Americans Voted in the 2024 Election

FIRST TIME VOTERS

• 1 in 8 AANHPIs cast their ballots for the first time in 2024.
• An estimated 28% of voters aged 18-29 were first time voters.

TOP ISSUES

Top issues among AANHPI voters included: the economy, housing costs, Social Security and Medicare, healthcare costs, and reproductive rights.

POLITICAL PARTY

• 61% of AANHPIs voted for the Democratic presidential candidate, down from 68% in the 2020 Election.
• 53% of AANHPIs believe that the Democratic Party would do a better job at addressing the issue most important to them.

Even though Asian Americans are the fastest growing voter group in the country, many were not reached out to by either party. 42% of eligible Asian American voters indicated they have not been contacted by the Democratic or Republican Party.

Source: 2024 American Electorate Voter Poll, APIAVote 2024 Asian American Voter Survey

New on Crossings TV

The Road We've Taken

Mandarin Drama

Monday-Friday

9PM-10PM

(Starting 1/28/2025)

The Poor Heiress

Filipino Drama

5PM-6PM Wednesday

4PM-5PM Sunday

(Starting 1/29/2025)

The Places We Must Go

Mandarin Variety

10PM-11:30PM Tuesday

9PM-10:30PM Sunday

(Starting 2/4/2025)

Quiz: Lunar New Year Celebrations

1) Red envelopes typically contain...



A)  Hand-drawn illustrations

B)   Money

C)  Childhood photos

2) During Seollal, people in Korea wear ___, traditional Korean attire to celebrate the New Year.

A) Cheongsam

B) Ao Dai

C) Hanbok

3) Bầu cua cá cọp is a traditional Vietnamese ___?

A) New year greeting

B) Gambling game

C) Food

Chang Shou Mian (Longevity Noodles)

Chang Shou Mian, longevity noodles, are eaten on Chinese New Year and birthdays. The long noodles symbolize a long life for whomever is eating them. Get the recipe here.

Quiz Answers: 1) B 2) C 3) B