Race and ethnic origin. More and more companies are targeting these segments via specialized marketing programs. In the United States, car companies have found ways to cater to the needs of the multicultural segment, which is estimated to comprise 32 percent of the U.S. population in 2010. A distinctive trend that had already emerged by 2002 was Asian- Americans’ affinity for upscale cars—they accounted for 15 percent of BMW and 9 percent of Mercedes Benz sales.