While the numbers may vary (one projection is that the Hispanic market will represent $1.7 Trillion buying power by 2020), the consensus is that the Hispanic market is massive, and therefore the influence of Hispanic car buyers is a major opportunity for any business. In this case, let’s look at auto dealers.
Car dealership owners in the U.S. are focused on selling as many cars as possible and as their local or regional market changes they are one of the fastest groups to react to these changes. While there are major advertising dollars focusing on Hispanic markets from some automakers, the local focus of the dealers means that regardless of the national focus, they may create their local sites, offers and advertising to grab the attention of their market.
Below is an example of from Arlington Toyota of a vehicle walk through in Spanish for their market.
Each market is different, even when looking at the Hispanic market. The local market in Miami is quite different than the markets in San Francisco, New York or any other. There are numerous factors including language (Spanish versus English), to cultural backgrounds and differences in country of origin or individuals or family (U.S. born, 3rd generation is different from 1st generation family recently arriving from Guatemala) can be significantly different. In some markets, the big sellers may be the less expensive vehicles, while in many cases the Hispanic market is purchasing high end luxury cars. (Example from Lexus below) These are the details that local/regional dealerships understand.
Above is an example from JM Lexus showing the key attributes in Spanish of choosing a Lexus.
More than ever there are cost effective options for dealers. From managing their own sites and social media presence, to working with local publications, to working with multicultural digital specialists to reach Hispanic car buyers. To continue to learn more about reaching these audiences, here are some additional resources: