# Bicultural Auto Hispanic Millennials may be the exception to youth's disinterest in cars. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Aug 29, 2016 | Category: [Autos](https://www.trendhunter.com/pro/category/auto-and-motor-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/bicultural-auto ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## What is the Bicultural Auto trend? **Bicultural Auto:** As Millennials enter adulthood, their brand skepticism and disinterest in ownership carries on to big-ticket purchases, making it difficult to sell cars or homes to them. Hispanic Millennials, however, show different motivations and drivers that point to opportunity within auto. Impacting this group means resonating with their bicultural identity, tapping into this opportunity in an authentic way. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 23, 2014 to Apr 7, 2016 - Published: Aug 29, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Themes within the Bicultural Auto trend ### Bicultural Marketing Opportunities exist for auto brands to tap into the Hispanic Millennial market through authentic bicultural marketing strategies. ### Authenticity in Advertising Consumers, particularly Hispanic Millennials, have become skeptical of traditional advertising and expect brands to be genuine and authentic. ### Emotional Storytelling Auto brands can connect with consumers by using dynamic storytelling techniques that form an emotional connection and appeal to diverse cultures. ## What the Bicultural Auto trend means for industry ### For Automotive Industry Auto brands can use these trends to create new marketing strategies that resonate with Hispanic Millennial consumers and other diverse cultures. ### For Advertising Industry Advertising agencies can continue to evolve their techniques to meet the demands of more skeptical and diverse audiences like Hispanic Millennials. ### For Entertainment Industry Auto brands can collaborate with entertainment companies to create engaging and culturally-relevant commercials that resonate with diverse audiences. ## Workshop question What type of influence does the bi-cultural space have on your industry? How can you better incorporate that growing identity into your business? ## Trend signals for Bicultural Auto Trend score 2.4 out of 10, from popularity 40%, activity 25%, freshness 8%. - Popularity: 40% - Activity: 25% - Freshness: 8% ## Examples of the Bicultural Auto trend 4 featured examples from Jul 23, 2014 to Apr 7, 2016. - [Enchanting Automobile Ads](https://www.trendhunter.com/trends/car-commercial): The New Lexus RX Car Commercial Marries Cultural Stories with Vehicles (Category: Autos) Implication: Disruptive innovation opportunity: Incorporate enchanting storytelling techniques in automobile advertisements to attract Millennial consumers and enhance brand appeal. - [Boredom-Banishing Car Commercials](https://www.trendhunter.com/trends/vehicle-commercial): The Toyota RAV4 Hybrid Vehicle Commercial is Humorous (Category: Autos) Implication: The industry can benefit from multicultural marketing and personalized advertising to attract new demographics and increase sales. - [Stereotype-Busting Auto Ads](https://www.trendhunter.com/trends/honda-car-ad): This Honda Car Ad Makes Fun of Typical Ads for Hispanic Millennials (Category: Autos) Implication: This industry has the opportunity to disrupt traditional advertising methods by using humor to challenge stereotypes and connect with diverse audiences. - [Bicultural Road Trip Ads](https://www.trendhunter.com/trends/goodyear): This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities (Category: Autos) Implication: Advertising agencies can create more inclusive campaigns targeting under-represented demographics. ## Recent trend clusters - [Racing Homage](https://www.trendhunter.com/protrends/racing-homage) (Autos) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Autos - [French Retro City Cars](https://www.trendhunter.com/trends/french-retro-city-cars) - [Factory-Backed Performance Centers](https://www.trendhunter.com/trends/heritage-performance-centers) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) - [Electric Luxury Grand Tourers](https://www.trendhunter.com/trends/high-price-ev-sedans) All articles: [Autos](https://www.trendhunter.com/autos)