Report examines automaker progress on diversity and inclusion.

DETROIT, Oct. 9, 2015 — The Rainbow PUSH Automotive Project, an initiative of the Citizenship Education Fund (CEF) announced today the release of the results from a multi-topic assessment of diversity in the automotive industry. The Scorecard provides consumers, investors and industry experts a snapshot of each automotive manufacturer’s ability to build and sustain ethnic diversity as a driver of marketplace competitiveness.

The 2015 RPC/CEF Automotive Diversity Scorecard results were released Friday, October 9, 2015, during the 16th Annual Rainbow PUSH/CEF (RPC/CEF) Global Automotive Summit, held in Detroit at the MGM Grand Detroit and will contrast this year’s Scorecard with past results.

The Automotive Diversity Scorecard reflects the most visible indicators of a commitment to diversity by evaluating each company’s performance in key areas including Employment, Philanthropy, Supplier Diversity, Minority Dealer Development, Marketing and Advertising. “In order for people of color to conduct mutually beneficial trade with major automakers, we must have justice in our business relationships related to employment; ethnic suppliers and dealers; advertising and marketing; and community engagement,” said Rev. Jesse L. Jackson, Sr., founder and president, Rainbow PUSH Coalition. “The only way to achieve a meaningful return on investment for the dollars we spend with auto companies is to measure our progress on fair trade, because what is measured is what matters.”

As the auto industry continues to wrestle with massive recalls, corporate misbehavior and the after effects on consumers and communities, a renewed focus on transparency and accountability is inspiring an examination of automakers’ responsibility to the communities that sustain their revenue. The Automotive Diversity Scorecard is a tool to inspire the candid dialogue needed to help automakers adjust their approach to become more relevant to existing and future buyers of color. “People of color are nearly 40% of the population and purchase almost one of every three vehicles,” said Glenda Gill, executive director of the Rainbow PUSH Automotive Project. “Buying a new car, truck or SUV should prompt serious consideration on the impact that purchase will have on the neighborhoods where we live. We have to ensure our freedom allies are also our economic allies.”

The companies participating in the Automotive Diversity Scorecard survey include: BMW, Fiat Chrysler Automobiles (FCA), Ford Motor Company, General Motors, Honda North America, Hyundai Motor America, Kia, Nissan North America, Subaru of America, Toyota and Volkswagen Group of North America. Mercedes-Benz USA did not return a survey. Scoring for each category continues to be based on a three-color system, which at a glance indicates the diversity proficiency of each company.

– Green – Reflects best practices for ethnic diversity using RPC/CEF criteria. Company disclosed goals initiatives and investments with some accountability. (Based on survey and other confidential information provided to RPC/CEF).
– Yellow – Some indication of diversity evident (goals, initiatives, accountability). Not all investment levels, key figures and other scorecard factors were discloses on the survey or to RPC/CEF.
– Red – Diversity initiatives and investments non-existent, not disclosed or did not provide enough relevant information for scoring; did not submit a completed survey.


Reviewing the scorecard surveys produced the following results for each automaker:
EmploymentGreen – Ford, Toyota, General Motors, FCA, Nissan, Honda; Yellow, Subaru, Hyundai, Kia and Volkswagen; and Red BMW and Mercedes Benz

AdvertisingGreen – Ford; Yellow – Toyota, General Motors, BMW, Nissan, Hyundai and Volkswagen; Red – FCA, Subaru, Honda, Kia and Mercedes Benz

Marketing Green –Ford; Yellow – Toyota, General Motors, BMW, Nissan, Honda, Hyundai, Kia and Volkswagen; Red – FCA, Subaru and Mercedes Benz

Procurement Green – Ford, Toyota, General Motors, Honda; Yellow – FCA, BMW, Subaru, Nissan and Volkswagen; Red – Hyundai, Kia and Mercedes Benz

Minority Dealer DevelopmentGreen – Toyota, FCA, Nissan, Hyundai; Yellow – Ford, General Motors, Subaru, Honda, Kia, Volkswagen and Mercedes-Benz; Red – BMW

PhilanthropyGreen – Ford, Toyota, General Motors, FCA, Honda, Hyundai, Volkswagen; Yellow – Subaru, Nissan, Kia; Red – BMW and Mercedes Benz

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Looking ahead, the Rainbow PUSH Automotive Project led by Rev. Jackson and Glenda Gill will meet with each automotive company to review their scorecard results in detail, to discuss best practices and will advise OEM’s in developing a roadmap for progress in diversity and inclusion.
Rainbow PUSH Coalition is a multi-racial, multi-issue, progressive, international organization that was formed in December 1996 by the Reverend Jesse L. Jackson Sr. through the merging of two organizations he founded: Operation PUSH (People United to Serve Humanity), established in 1971, and the Rainbow Coalition, was established in 1984. With headquarters in Chicago and offices in Washington, D.C., Atlanta, Detroit, Los Angeles, New York and Oakland, the organization works to make the American Dream a reality for all citizens, while advocating for peace and justice around the world. RPC is dedicated to improving the lives of all people by serving as a voice for the voiceless. Its mission is to protect, defend and gain civil rights by leveling the economic and educational playing fields while promoting peace and justice around the world. For more information about the Rainbow PUSH Coalition, go to Follow Rainbow PUSH Coalition on Twitter: @RPCoalition. To join the conversation about the Rainbow PUSH Global Automotive Summit, use #RPCGAS2015, and the Scorecard conversation at #TheRealScore.