When it comes to identifying new customers—and finding creative ways to market to them—few businesses are as nimble as U.S. automobile dealerships. They’re quick to spot underserved markets and craft resonant, authentic communication. Hispanics are the fastest growing consumer group. You need to be prepared.
For more than a decade, the industry has witnessed and adapted to the increasing cultural diversification within the U.S. There’s no better example of this than the Hispanic market, which has grown dramatically in size, cultural influence, and buying power.
The savviest OEMs and dealerships have courted these consumers for years. Toyota and Nissan in particular have led the industry in wooing Hispanics. In 2014 alone, Hispanics contributed to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.