Since Latinos are about 15% more likely to buy from Japanese automakers like Nissan, Honda and Toyota than other auto brands, Toyota is in the process of gearing up its marketing to Hispanics. Using language like "We go together" and "Together for Mexico" in campaigns like #JuntosPorMexico, this is a clever way for the automaker to tap into a group that makes up 20-30% of its consumer base.
In addition to these efforts, Toyota recently created and implemented the Toyota Total strategy, also known as the T2, as a way to put a greater focus on minority consumer groups in North America by having projects executed by teams of minority leaders in business. Although Hispanics may be a minority now, Julie Hamp, the group vice president and chief communications officer for Toyota North America notes: "By 2030, 88% of US population growth will be from multicultural consumers."
Latino Automotive Marketing
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