Hispanic content company Impremedia is launching Siempre Auto: a digital destination specialized in cars and the automotive industry aimed at the Hispanic community living in the United States. Hispanic car buying habits support the launch as Hispanics are aware of 10-20% fewer car brands than the general U.S. population, according to Nielsen.
Automotive marketers targeting Spanish-language car buyers in the U.S have a new vehicle to reach Hispanic car buyers at Siempre Auto. Siempre Auto offers specialized information about cars in Spanish. The content seeks to help readers to make the best decisions regarding their mobility needs. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “The reader always comes first. We provide the right information to suit the consumer’s needs: whether that is buying or selling a car, doing maintenance work on your vehicle, or staying updated with the news in the automotive industry.”
Siempre Auto: Targeting Hispanic In-Market Car Buyers
Over the past decade Hispanic car buying habits have undergone high growth and now comprise a very lucrative segment for the auto industry. “Despite that fact, there is no modern digital publication serving the needs of the Latino community: Siempre Auto will fill that gap,” says Iván Adaime, CEO of Impremedia. Adaime tells Portada that “out of the top 10 advertisers at Impremedia there are several automotive companies on top of insurance companies.”
Adaime notes that “data shows that 92% out of the 17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months. And this trend is fueled by more affluent Spanish-dominant Hispanics”. Impremedia mostly targets the Spanish-language market in the U.S. In fact, Adaime earlier this year told Portada that he has not seen the model of publishing in “english with cultural nuances working at scale.”
Hispanic Car Buying Habits: Less Car Brand Awareness
Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian American – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “Automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. But when purchasing a vehicle, Hispanic and Black shoppers consider six to seven brands by the time they’re ready to buy. This represents two more brands compared to Asian Americans and non-Hispanic Whites. Hispanic and Black shoppers are more receptive to advertising efforts even if a brand wasn’t top-of-mind in the first place.” The reports adds that “Omnichannel advertising is essential for reaching multicultural consumers. Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.”
According to Impremedia’s Adaime, “Hispanics’ finances dictate pragmatism, that could mean buying used cars or being very practical and price-conscious when buying a new one. We also know that Hispanics over-index for being in buying mode and thinking about making a car purchase in the near future.”
More Targeted Publications in the Pipeline
“Siempre Auto joins our vision of continuing to provide quality content targeted to the interests of different readers in a digital format and is our latest but not last addition to our lifestyle brands,” added Adaime. Impremedia recently launched Solo Dinero a site targeting audiences and advertisers in the financial category.
“We are planning to launch new publications in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and, on the other hand, a lack of publishers serving those audiences. In this regard, the next few months are going to be pretty busy for us,” Adaime concludes.