How automakers and dealers aim to capture the future

March 18, 2013

Many automakers used to view Hispanic-oriented marketing as a way to drum up extra sales when their marketing budgets allowed. Often their efforts amounted to little more than dubbing Spanish over actors speaking English in TV commercials.

Today, they know not to overlook or underestimate what has become America’s fastest growing minority group, a demographic now responsible for most of the nation’s population growth and one that is expected to become the largest ethnic group in California next year.