Auto Site Focuses On Impact Of Hispanic Customers

• by Tanya Gazdik , July 8, 2020

Autoproyecto.com, a Spanish-language automotive site targeting mostly U.S.-based Hispanics, is expanding its offerings. 

The site provides vehicle reviews, news, and buying tips for new and used car purchases. A new editorial series, “Hispanic Impact Report,” will focus on the how Hispanics affect the automotive market and the efforts manufacturers make to earn their trust and brand loyalty. 

"This is a critical time for Hispanic consumers and many are waking up to the significance of their purchasing power, especially younger buyers who are more socially and environmentally focused than their parents,” says Camilo Alfaro, Autoproyecto founder and chief executive officer, in a release. With the 2020 Census around the corner, we believe there will be renewed interest in the Hispanic community and we plan to be at the forefront by reporting information that helps automotive marketers reach this demographic more effectively.”

The series is being developed both through Autoproyecto’s in-house editorial research team and interviews with the top 10 automotive brands by sales volume to Hispanics.

It will be hosted at on a special section titled Hispanidad on Autoproyecto’s homepage and promoted through social channels, podcasts, OTT channels, and national / cable television (NBC Telemundo and CNN Espanol).

According to the Selig Center for Economic Growth, the $1.5 trillion Hispanic market is the largest ethnic market in the U.S., and includes more than one out of every six Americans. Overall, the Hispanic population has a younger median age, over-indexes on digital platform use, enjoys rising incomes and demonstrates higher population growth when compared to the general market. 

According to various census and car buying reports, Hispanics represent 18% of the U.S. population, yet account for 24% of all car sales and have the potential to buy more cars over their lifetime than non-Hispanics.