New vehicle registrations declined by 3% in 2007, but there is some good news for automakers and dealers.  Sales to multicultural consumers held steady at 22% of the market and the size of this market continues to grow.  Hispanics, Asians, and African-Americans will make up almost 37% of the U.S. population by 2020, according to recent U.S. Census data.  

Car dealers who want to capitalize on the relative strength of the ethnic market right now should consider:

• Making the dealership family-friendly.  Hispanics’ and Asians’ new vehicle purchases are influenced by family members.   Have a kids’ corner with toys, offer balloons, and greet everyone in the family as if they were the one buying the car.

• Translate sales materials and signs.  Make it easy for your customers to understand what you’re selling, special features, and terms and conditions.  You may need information in several languages if you are in a very diverse market, or your ethnic customers may all speak the same language.

• Keeping the relationship going.  Hispanics buy new vehicles more frequently than other consumers.  Stay in touch and keep them coming back to your brand.

Additional information on automotive brand loyalty among multicultural consumers is available from R. L. Polk & Co.

http://www.pandltranslations.com

Hispanics aged 50+ are more likely to research purchases online than non-Hispanics, according to the “Customer Focus Opiniones” study released this summer by Vertis Communications.   Older Hispanics also pay more attention to internet advertising, with 21% stating they had done so in the previous week  vs. 15% of non-Hispanics of the same age. 

TV has the most influence on buying decisions among Hispanics, followed by ad inserts and circulars.  Internet marketing is the third most influential medium.  The Vertis study reports that 42% of all Hispanics research products online before they buy.  Scott Marden, of Vertis Communications, says that “Hispanics are increasingly becoming more reliant on the internet and other forms of technologically advanced marketing” to find information on products they are interested in buying.

Who’s providing this information in Spanish?  Two of the country's biggest retailers aren't.   That’s right, visit the world’s largest retailer’s website and you will not find anything in Spanish.  Nada. 

If you do a search for “español” on the other site, 55 products come up, including “Madden 09 Football en español”.   The product description is in English.  If they sell the Spanish version of the game, why don’t they provide information on the product in Spanish as well?

http://www.pandltranslations.com