Why Hispanic Car Shoppers are Loyal to Toyota

When it comes to car shopping, Hispanic consumers have a strong loyalty towards the Toyota brand. This is due to a combination of factors that include cultural values, spending habits and overall brand recognition. Let’s take a look at why this demographic has such an affinity for the Japanese automaker!

Cultural Values

Hispanic culture places great emphasis on family and community. As such, they tend to prioritize reliability when making big purchases like cars. They want something that will last them for years without needing major repairs or replacements – which is exactly what Toyota offers with its long-lasting vehicles. Additionally, many Hispanics come from countries where Toyotas are popular so there’s already an established familiarity with the brand before they even arrive in America.

Spending Habits

The average Hispanic consumer tends to be more budget conscious than other demographics when it comes to car buying decisions. They often opt for used models over new ones as well as smaller cars rather than larger SUVs or trucks because of their lower price tags and better fuel efficiency ratings respectively. Fortunately, Toyota has plenty of options in both categories so shoppers can find something within their desired price range while still getting all the features they need from a reliable vehicle manufacturer!

Brand Recognition

Toyota is one of the most recognizable brands in the world today – especially among Hispanic consumers who may have grown up seeing these cars on roads back home, or here in America too! The company also does extensive marketing campaigns targeting this demographic specifically which further cements its reputation as being “the” go-to choice for those looking for quality vehicles at affordable prices (without sacrificing safety).  The result is that Toyota dominates the other OEMs for sales to US Hispanics.

Conclusion

It’s clear that there are several reasons why Hispanics remain loyal customers of Toyota year after year: 1. cultural values emphasizing reliability (that’s reflected in the quality of Toyota’s vehicles); 2. budget concious spending habits (that many Toyota models meet); and widespread brand recognition (based on year after year culturally sensitive marketing by Toyota).  Many other manufacturers provide reliable and well priced vehicles too, but what they lack is a clear strategic drive and investment in building a good reputation with US Hispanics.  If they keep on this track, they will continue to lose out to Toyota as the percentage of US Hispanics, as part of the overal population, grows.  That’s a bad idea.  Changing and launching culturally sensitive adverstising, while educating their dealerships in how to sell to Hispanics, is a good idea.  Time and car sales results will tell us what choice they will make.

Call us at 954-507-6454 if you’re curious about learning how to sell to the Hispanic community (from ad copy creation, to modifying your sales process).  With SurgeMetrix by your side, you’ll be able get behind the wheel sooner than you think 🚗💨!!

Next, check out our two recent articles: 1. The Rise of Hispanic Consumers: How Their Spending Power has Changed Over the Years; and 2. Marketing to Hispanic Car Shoppers with Cultural Intelligence.  Next, follow this link if you want to download our Hispanic Car Buying Preferences reports.  Finally, you can also find more posts by Adam Dennis on Dealer Marketing Maganize’s Expert Panelist section.