The Future Majority at the 2025 Diversity Volume Leadership Awards

At the 2025 Diversity Volume Leadership (DVL) Awards, held in partnership with NAMAD and S&P Global Mobility and sponsored by American Honda, one theme guided the event: the Future Majority is reshaping the American automotive market.

By 2045, minorities will represent the majority of the U.S. population.

S&P Global Mobility research confirms the same trajectory in vehicle ownership trends.

The DVL Awards were created to recognize manufacturers who connect directly with African American, Asian American, and Hispanic American buyers and achieve sales leadership as a result.

Why the Awards Matter

Marc Bland, Chief Diversity Officer at S&P Global Mobility, opened the program with a reminder that the automotive industry must adapt to rapidly changing demographics. He described minority buyers as resilient consumers who continue to outpace industry averages in both new and used vehicle purchases, even while facing shifting policies, tariffs, and economic pressure.

This year, 21 brands were nominated across multiple categories, with 11 different manufacturers recognized as winners. The awards highlight the top model choices of the Future Majority as well as overall category leaders across all buyers.

2025 DVL Award Winners

Non-Luxury Car Categories

• Sub-Compact Car: Nissan Versa

• Compact Car: Honda Civic

• Mid-Size Car: Toyota Camry

• Compact and Mid-Size Sport: Ford Mustang

• Traditional Full-Size Car: Dodge Charger

Vans and Non-Luxury Utility Vehicles

• Mid-Size Van: Toyota Sienna

• Compact to One-Ton Van: Ford Transit Van

• Overall Van Winner: Mercedes-Benz Sprinter

• Subcompact Utility and Utility Plus: Honda HR-V

• Overall Subcompact Utility Winner: Chevrolet Trax

• Compact Utility: Toyota RAV4

• Overall Compact Utility Winner: Honda CR-V

• Lower to Upper Mid-Size SUV: Honda Pilot

• Overall Mid-Size SUV Winner: Jeep Grand Cherokee

• Full-Size Utility: Chevrolet Tahoe

Non-Luxury Trucks

• Compact to Mid-Size Pickup: Toyota Tacoma

• Full-Size Half-Ton Pickup: Chevrolet Silverado

• Overall Half-Ton Pickup Winner: Ford F-Series

• Full-Size Three-Quarter to One-Ton Pickup: Ford F-Series

Luxury Cars

• Sub-Compact Luxury Car: Acura Integra

• Compact Luxury Car: Mercedes-Benz C-Class

• Mid-Size Luxury Car: Lexus ES

• Full-Size Luxury Car: Mercedes-Benz S-Class

• Luxury Exotic, Sport and Prestige Full-Size: Chevrolet Corvette

Luxury Utility Vehicles

• Luxury Traditional Compact Utility: BMW X1

• Compact Luxury Utility: Lexus NX

• Luxury Mid-Size Utility: Cadillac Lyriq

• Luxury Upper Mid-Size Utility: Lexus RX

• Full-Size Luxury Utility: BMW X7

Hybrids and EVs

• Top Non-Luxury Hybrid: Toyota Camry

• Top Luxury Hybrid: Lexus RX

• Top Non-Luxury Battery Electric Vehicle: Honda Prologue

• Top Luxury Battery Electric Vehicle: Cadillac Lyriq

Overall Awards

• Top Overall Future Majority Luxury Vehicle: Lexus RX

• Top Overall Future Majority Vehicle: Toyota RAV4

• Top Overall Sales Leader (all buyers): Ford F-Series

Ending Remarks

Damon Rose, Vice President of Sales Operations at Toyota Motor North America, accepted the Top Overall Future Majority Vehicle award for the Toyota RAV4.

He described the recognition as a reflection of the people, partnerships, and persistence that drive the company’s success, while thanking NAMAD dealers and leaders of color for advancing representation across the industry.

Bland closed the ceremony by urging OEMs to continue investing in diverse dealer networks, inclusive marketing strategies, and authentic representation in product design and retail processes.

He reminded attendees that the Future Majority is not a distant forecast but a present reality that shapes sales and brand loyalty across the industry.