Toyota Celebrates 10 Years as No. 1 Brand in Hispanic Market

Customer loyalty was shown by Hispanics when it comes to their favorite car. For the last ten years Toyota was voted number one among this group. There are many autos to choose from, but Latinos prefer the ones produced by this reliable, well established Japanese manufacturer.

Car sales increased around 14 percent in 2011-2012, but in the Hispanic market they topped 23 percent. There was a particular increase in luxury car sales.

Toyota has always been aware of the importance and buying power of the Latino community. They listened to their customers and won the respect of their audience. Campaigns in Spanish and focus on the role cars play in everyday situations are just a few reasons why. In addition, Toyota has donated to not-for-profit groups that work with Latinos and African Americans.

In 2010, it launched a promotional campaign with free stickers that read "Somos Muchos _______ (enter name of Latin country), Somos Muchos Toyota." Translation: We are many _____, We are many Toyota. The company used Facebook to give away the stickers. The comments showed Latino loyalty to their country and the cars they drive.

To show appreciation of their loyalty, the company recently invited owners to a special concert by Ricky Martin in Los Angeles. The California State Fair Toyota Series in Sacramento July 10-26 will include Caravanserai, a Santana tribute band and Mexican comedian, Paul Rodriguez.

Drivers consider their vehicles to be part of the family and often give them nicknames. In recognition of this practice, the company offers customers personalized name plates they can order at masqueunauto.com. Send a selfie with your beloved Toyota and receive it at no cost. Thousands have been ordered and this commemorates the place the car has in their lives.

Toyota understands it's not just about translating an ad campaign from English to Spanish. Emotions and passion about shopping for a car are viewed as enjoyable to Latinos. It's considered an event to be shared with the family. Multiple generations will be present to see the keys being handed over.

In 2014, Toyota partnered with the first Hispanic woman to own a business serving as a direct Tier I supplier in San Antonio, TX. It sponsors an annual two day event called Opportunity Exchange (OE) that connects minority owned businesses with direct suppliers.

Rosa Santana, owner of Forma Automotive LLC, attended OE for the last 10 years and acquired a new account each year. She now brings new companies to the event and believes she receives more return on her investment than any other trade shows. It's also free to attend.

Toyota has consistently shown its diversity, respect and professionalism not only in the vehicles it produces, but also shows its appreciation for Latinos love of their product.

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