As Hispanics Buy More Cars, Stores Add Videos in Spanish, from Flick Fusion Blog.
Eighteen months ago, Coast Nissan in San Luis Obispo, Calif., introduced Spanish-language videos with each car posted online.
General Manager Eric Ideman said it was a response to two trends:
- His customer base along the central coast is heavily Hispanic, with many speaking only Spanish or preferring to communicate in the language.
- Data showed increasing numbers of online vehicle-shoppers watching car videos.
“We have lot of people searching [for cars] in Spanish,” Ideman said. “We wanted to make sure they could get their videos in Spanish, too.”
Hispanics account for an increasing percentage of car purchases nationally, causing dealerships across the country to reassess how they market to the demographic, according to Eley Duke III, vice president of Duke Automotive (Chevrolet-Buick-GMC-Cadillac) in Suffolk, Va.
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