How Can Spanish Advertising Boost Car Dealerships?

You might have already realized the need for assistance if you want to market Spanish speakers in the automotive industry. But have you thought about who exactly makes up this demographic in your area? Simply translating English to Spanish won't cut it, as there are over 59.8 million Spanish speakers nationwide with various cultural differences. Companies spend billions on research and development to find the most valid message for this audience. So, it's essential to understand your specific market and tailor your ad to their values. Don't underestimate the power of connecting with your audience in their language and culture, as it can increase sales and loyalty. Take the time to do your research, and you'll see the result in the numbers. Here's what you need to know about the lucrative Spanish population segment and how you can make them consumers forever.

Understanding The Spanish-Speaking Market:

The Hispanic population in the United States is on the rise, with over 62.1 million individuals accounting for 19% of the country's total population. According to a Selig Center for Economic Growth report, Spanish consumers had a purchasing power of $1.7 trillion in 2020. Hispanic buyers are a powerful target market in the car dealership industry, as they purchase 1 out of every four new cars sold in the country. It's essential to know the artistic nuances and preferences of the Spanish-speaking demand, as they have distinct values and customs. Hispanic clients are brand loyal, and word-of-mouth referrals play a significant role in their picking decisions. When advertising to this market, language and ethnic sensitivity is essential. It's crucial to express in Spanish, as many Hispanic patrons prefer to speak their native language. It's vital to avoid racial stereotypes and use inclusive imagery that reflects the diversity within the Hispanic community.

Best Practices for Spanish Advertising in Car Dealerships

Local Spanish-Language Radio and TV Stations:

Want to reach more Spanish-speaking customers for your car dealership? Consider advertising on local Spanish-language radio and TV stations. According to 2020 surveys, 55% of Hispanics preferred to buy a vehicle from a dealership that advertised in Spanish. In 2021, a whopping 79% of respondents said they were moderately likely or higher to visit a car dealer who promotes in Spanish. 66% said that publicity in Spanish was extremely helpful, and 43% said they would travel further to shop with a dealership advertised to them in Spanish. The 2023 trend shows that more and more people are shopping with dealers who advertise in Spanish. 

Social Media Platforms:

You can use popular social media platforms like Facebook and Instagram to reach Spanish-speaking communities. A car company like Ford has over 112,000 likes on its Facebook page, with most of its followers from the US (64.6%), Mexico (5.4%), Puerto Rico (4.6%), India (2.1%), and the Dominican Republic (1.6%). They post mostly in Spanish and use attractive campaigns and promotional images. Both men and women prefer Instagram (33.3%) and YouTube (27.5%) when it comes to their favorite social media platforms. But it seems that men are more into Instagram (72%) than women (27.4%). So, create engaging content and target ads toward Spanish-speaking users to connect with them and generate more consumers for car dealerships.

Online Directories and Search Engines:

Make sure your business is listed on directories and search engines like Google en Español to attract Spanish-speaking customers. Use Spanish keywords on your website to appear higher in search results. Did you know that 84% of Hispanic car buyers use the internet when they're looking for a new ride? So it's vital to have a strong online presence with messaging in both English and Spanish. Hispanics love digital platforms and are always looking for content. Almost half of the website traffic to Spanish-language auto sites is organic, meaning these consumers do their research before buying. So car companies that cater to this audience will have better campaigns and brand loyalty. Make sure to mention your Spanish site in your local marketing and provide links to your English site to attract more customers.

Why Target Spanish Consumers?

High Business Prominence: 

The Hispanic population in the United States is growing at an incredible pace and is set to become the next big demographic phenomenon. Half of the US population growth was due to Hispanics and increased up to 80% of all in 2040-2047. Moreover, Hispanics are the youngest major racial or ethnic group in the country, with 21% of all US Millennials identifying as Spanish. This rapid growth and young population make Hispanics a force to be reckoned with in the US labor force and beyond.

Technology adopters:

Spanish and other diverse communities are leading the charge when it comes to embracing technology. They use social media, mobile video apps, and digital music the most. Spanish people are also avid radio listeners, TV watchers, gamers, and web surfers. Everything tech-related seems to revolve around them.

Smartphone Users:

Spanish People have 9% more smartphones than the average American, which is pretty impressive. Almost all Hispanic households in the US have wireless phone service, so it's safe to say they're pretty well connected.

Brand Loyal: 

Around 80% of Hispanics agree that finding a brand they love makes them stick to it. It means they run into a marque that meets their tastes and compels them to use the product for a long time. This indicates that creating a strong brand image and delivering quality products or services is essential to gain the loyalty of Hispanic consumers for businesses.

Recognize the Purchase:

Getting a new car is a huge deal for Hispanic folks who cherish this moment. They work hard for it, so it should be celebrated and endorsed. About 71% of them are loyal to the labels they value, so make sure your services become that brand. Give them a round of applause, click some photos, and share them on social media. Hispanics are social, passionate, and cherish to spread the word about what they adore. You're not only strengthening your relationship with them but also with their entire family and the Hispanic community in your market by bonding with them during this momentous occasion.

Final Thoughts:

Hence, want to expand your dealership's reach and grow your sales? Seek no more than DealersGear’s Spanish advertising and social media marketing. Tapping into this demographic can be a game-changer for your business with a large and underserved market of Spanish-speaking car buyers. You can connect with this audience and showcase your inventory and services in a way that resonates with them by utilizing our services. So do not ignore this chance to increase your customer base and grow your revenue. Contact us today to learn more and start reaching a whole new audience.