Toyota Secures No. 1 Ranking among Hispanic Consumers

Polk & Co., the leading provider of automotive information and marketing solutions, released a recent report ranking the preferred automobile brands among the Hispanic population. It is of no surprise that Toyota leads the market by far, with a share of over 20%. To earn this position, Toyota has spent years launching initiatives to specifically target this demographic, with a recent campaign including the distribution of Hispanic Heritage pride stickers.

In line with Hispanic Heritage month earlier this year, Toyota announced the distribution of car stickers for Hispanic consumers to celebrate their roots. Each sticker contained the phrase “somos muchos”, which translates to “we are many”, followed by a country or city in Latin America.  These stickers were distributed online through the  Spanish-language version of the company’s Facebook page, and also at popular venues including soccer stadiums and Home Depot stores throughout the country.

A key element that has differentiated Toyota from its competitors is its aggressive approach with regard to using online media. As early as 2001, Toyota in conjunction with MSNLatino has strategically launched Internet advertising efforts aimed to lure Hispanics. Additionally, the company has used Spanish-language sites including Terra, Univision, AOL Latino, and Yahoo en Español to post advertisements geared specifically toward this audience. With the Hispanic automotive market having grown over 6% this year alone, companies like Toyota exemplify how important it is to target this demographic using the growing medium of online communication.

By Karina Lairet