Diverse Audiences Use Audio to Connect with Cars and Culture

As you plan your next campaign, remember this: One third of the automotive market share consists of multicultural consumers. To truly connect with diverse car buyers and stand out in a crowded market, advertisers need to tap into the cultural currents that shape their audience's values, aspirations, and everyday experiences. Understanding what consumers are listening to and what makes them receptive to ads on the road makes all the difference in crafting campaigns that resonate and inspire action.

Cars aren’t just a means of transportation; they’re a part of our identity and culture. Whether we’re out for a cruise, on a daily commute, or shopping for our next ride, audio is a constant companion. And audio is so much more than entertainment, it’s where culture comes to thrive. Over six in 10 of multicultural listeners say audio content helps them keep up with what’s happening in culture. Given the effect audio has on these listeners, it’s clearly riding shotgun.

Music Shapes America’s Iconic Car Culture

Music and cars are inseparable. Remember Dr. Dre cruising in his 1964 Chevrolet Impala in his 1992 hit “Let Me Ride” or Frank Ocean flaunting his McLaren F1 in the visuals for his 2016 track “Nikes"? Most recently, think of Kendrick Lamar’s Big Game halftime performance, which opened with him crouching on a Buick GNX—a nod to his 2024 album GNX and a car model that dates back to his birth year. Music is the heartbeat for car culture. 

Just as music has sub-cultures, the auto industry does, too. Across the country, numerous soundtracks have become staples for diverse listeners, and they’ve also developed niche car cultures in many regions, one of the most notable being slab. Deeply rooted in southern hip-hop, “slab” refers to a heavily customized, low-riding vehicle. These vehicles are a means of expressing individuality while still honoring Houston’s roots, embodying a sense of pride, camaraderie, and the rhythm of the South. For brands to better understand diverse car consumers, and how to reach them, is to understand how music and cars have intertwined historically.

Audio is a Consistent Passenger, Consumers are Willing to Invest 

Of course, reaching drivers is limited to the tech they have at their disposal. Luckily, multicultural consumers seek out top-of-the-line infotainment features, from dash systems to audio subscriptions. Digital audio is a must—45% of Hispanic Americans and 47% of Black American listeners own a car with an internet-enabled dash or stereo system. Many listeners are also willing to pay for subscriptions, with 39% of Black Americans and 29% of Hispanic Americans considering paying for a monthly or annual subscription with their next auto purchase.

You can reach Pandora listeners via connected car integrations; in-car listening time has grown 8% year-over-year. For all listeners’ in-car moments—commuting, running errands, or leisure driving—your brand is in surround sound. 

Tackling Life Issues, Gaining Inspiration, and Boosting Motivation—on and off the Road

Now that you know consumers are listening—what do they have queued up? Beyond music, drivers are pairing podcasts with their ride, with 49% of weekly podcast listeners saying they regularly listen while driving. Diverse listeners especially enjoy podcasts for their entertainment, education, and motivation boost. In fact, 45% of multicultural consumers listen to podcasts to learn something new, while one in five listen because they’re offered advice on topics important to them. By partnering with the SiriusXM Podcast Network, advertisers can align their brand with any of our 100+ diverse-hosted shows, from Vibe Check to Scam Goddess, and get in on intimate conversations and premium content.

SiriusXM Takes the Wheel 

Brands need to understand the value of culture to multicultural audiences, and part of the equation is recognizing cultural nuances. To authentically connect with diverse audiences, avoid a one-size-fits-all approach. With 56% of diverse listeners being more likely to relate to ads that reflect their cultural identity and experiences, prioritizing inclusion is key. 

SiriusXM teamed up with a major automaker to celebrate Black History Month. The campaign featured: 

• An exclusive segment on SiriusXM Urban View, a talk channel with leading Black voices and a majority Black audience 

• Multi-channel promotions, including Black history-themed commercials 

Among multicultural audiences, there was a: 

• +45-point increase in consideration  

• +35-point increase in favorability  

• +9-point increase in awareness  

It goes to show, celebrating diverse voices and showing up for cultural moments builds trust and drives results.  

SiriusXM Media Reaches Multicultural Listeners Behind the Wheel and Beyond

Audio keeps multicultural listeners connected to culture regardless of where they are. And SiriusXM Media delivers the largest ad-supported, multicultural audience, including 12M Latino Americans, 12M Black Americans, and 4M Asian Americans. Listeners can cruise down the road to the sounds of Pandora’s Lowrider Oldies or Hip Hop Road Trip stations. Or they can keep up with the culture by tuning into one of our many diverse podcasts inside or outside of the car. 

No matter what, audio maintains diverse listeners’ connection to culture. We offer brands seamless access to collaborate with diverse artists and creators, with an emphasis on authentic engagement. Whether the strategy is sponsoring a music station on Pandora, celebrating an emerging music scene on SoundCloud, or advertising on the Diverse Creators Curated Collection for podcasts, brands can capture multicultural drivers and passengers where they’re most tuned in—here. 

For more on reaching multicultural audiences, in and out of the car, download the Multicultural Advertising Playbook. 

Ready to hit the road with the volume up? Let’s chat. 

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