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Merchandising to Hispanic Customers

A couple of key factors discussed this week in numerous Texas markets were the buying power of the Hispanic buyer. Several large dealers cited when asked that Hispanic traffic had increased in the last 30 days and more of them were back to buying with large amounts of cash down. Obviously it takes the right lenders and relationships to get these customers bought through finance, but remember when crafting your message or designing your advertising campaign, to focus on amount of money they can put down and just what it can get them.  

  • Current findings still show Hispanics are not likely customers for leasing.
  • Most believe in purchasing.
  • Used cars and trucks at proper value points are the most attractive.  

Treat your Hispanic Advertising Message DIFFERENT than your General Market Message because you are dealing with two totally different buyers

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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