Chiqui Cartagena is VP-corporate marketing for Univision Communications Inc. She is also the author of Latino Boom!: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market. Follow Chiqui on Twitter @chiquicartagena.

Car Buying Has Unique Cultural Meaning, So Agencies Need to Study and Target Those Differences

This year, according to data from Polk, Hispanics are projected to spend $18 billion on new vehicles. Even though that figure represents only 9% of total new-vehicle sales in the United States, Hispanic auto buyers will account for 24% of the growth in new-vehicle sales. That’s mucho dinero.

I am happy to report that our auto-industry panelists, from Nissan and Ford, seem to know that those numbers can improve if they target their research and campaigns specifically at Hispanic behavior and values.

The Multicultural Marketing Manager for Ford, Dave Rodriguez, said that Ford is looking for ways to take its marketing efforts “to the next level.”

Read the entire article at Ad Age.

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