While much of the auto industry waits for recovery, one segment of car buyers is continuing to grow – the market of Hispanic-American car buyers. With double digit growth in car sales to Hispanic Americans over the past few years, more than $1 trillion in buying power owned by this segment, continued migration of Hispanics into the United States and more than a third of the current U.S. Hispanic-American population being under 18, Hispanic-Americans represent a current and future growth market that can not be ignored by auto makers, dealers and marketers. AutoTrader Latino, a new division of AutoTrader.com, is poised to serve this growing market opportunity.
"Our strategy incorporates on-line and print in both English and Spanish to ensure we meet the needs of this growing population of car buyers," said Jose Ignacio Puente, general manager of AutoTrader Latino.
AutoTrader Latino consists of www.AutoTraderLatino.com, a nationwide, Spanish-language automotive classified site, and AutoTrader Latino classified print magazines distributed in 15 of the largest markets for Hispanic-American car buyers, including Atlanta, Dallas, Phoenix, Fort Lauderdale and Los Angeles. The magazines offer ads in Spanish and English, feature car listings from dealers in those local areas and are available free in high-traffic areas.
AutoTrader Latino will grow into markets with large concentrations of Hispanic-American car buyers including Puerto Rico. Other markets lined up for magazine launches this year include Las Vegas, Houston, Charlotte, Tampa,Orlando and Washington, D.C.