WASHINGTON -- Former Commerce Secretary Carlos Gutierrez, an adviser to former GOP presidential nominee Mitt Romney on Latino outreach, said Sunday the candidate's failure with those voters was due to hardliners in the Republican party who were "scaring the heck out of them."
"The Hispanics I know were scared of the Republican party," he said on CNN's "State of the Union" in a blunt assessment of Romney's loss. "I think it has to do with our incredibly ridiculous primary process where we force people to say outrageous things, they get nominated, and they have to come back."
Gutierrez worked under former President George W. Bush, who won around 40 percent of the Latino vote in 2004 -- over 10 points more than Romney won this year. The Latino vote was a pivotal part of the 2012 election, and it is widely acknowledged that the Republican Party could be forever damaged if it can't win over more Latinos in the future.
He said extremists in the party were fully to blame for Romney's loss, pointing to "the anti-immigration talk, the xenophobes." "It's almost as if we are living in the past," he added.
Rep. Cathy McMorris Rodgers (R-Wash.), appearing in the same segment, defended the party, saying it needs to become more modern but not more moderate to win over more Latino, women and young voters.
"Whether it's Hispanics, whether it's women, whether it's young people, the Republican Party has to make it a priority to take our values, take our vision, to every corner of this country, to every demographic group," she said. "And I am confident that we can do it."
When she said the party is pro-immigration, Gutierrez interrupted with "Really?"
"In order to be modern in the twenty-first century, we cannot be extreme right," Gutierrez said.
His advice to the party was to begin to lead on immigration reform, particular new laws that allow some undocumented immigrants to become citizens.
"If we want to be the party of growth and prosperity, we have to be the party of immigration," he said. "We should be leading comprehensive immigration reform. We should be leading the Dream Act, and not the military Dream Act, students as well. We should be getting rid of things like English as the official language of government. We have to be welcoming immigrants."
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2012 -- Mitt Romney
Republican presidential candidate, Mitt Romney, speaks at the podium as he concedes the presidency on November 7, 2012 in Boston, Massachusetts. (Photo by Matthew Cavanaugh/Getty Images)
2008 -- John McCain
Sen. John McCain, R-Ariz., gestures to his supporters, while his wife, Cindy looks on during his concession speech at the Arizona Biltmore in Phoenix, Tuesday, Nov. 4, 2008. (AP Photo/Elise Amendola)
2004 -- John Kerry
Former Democratic presidential candidate U.S. Senator John Kerry (D-MA) stands on stage with his wife Teresa Heinz Kerry after delivering his concession speech at Faneuil Hall on November 3, 2004 in Boston, Massachusetts. (Photo by Chris Hondros/Getty Images)
2000 -- Al Gore
Democratic presidental candidate Al Gore leaves the voting booth after casting his vote at Forks River Elementry School in Elmwood, Tennessee on November 7, 2000. (TIMOTHY A. CLARY/AFP/Getty Images)
1996 -- Bob Dole
Republican presidential candidate Bob Dole lowers his head while making his concession speech to supporters at a Washington hotel, on Tuesday, Nov. 5, 1996. (AP Photo/J. Scott Applewhite)
1992 -- George H.W. Bush
U.S. President George Bush concedes the election on Nov. 3, 1992 after losing to President-elect Bill Clinton. (BOB DAEMMRICH/AFP/Getty Images)
1992 -- Ross Perot
U.S. independent presidential candidate Ross Perot delivers his concession speech on November 3, 1992 after Democrat Bill Clinton won the presidential election. (Photo credit should read PAUL RICHARDS/AFP/Getty Images)
1988 -- Michael Dukakis
Democratic presidential candidate Michael Dukakis wipes his upper lip during the first presidential debate with his opponent U.S. Vice President George Bush in Winston-Salem, N.C. on Sept. 25, 1988. (AP Photo/Bob Jordan)
1984 -- Walter Mondale
Defeated presidential hopeful Walter Mondale addresses supporters at night, Tuesday, Nov. 7, 1984 at the St. Paul Civic center, conceding to President Reagan. (AP Photo/Jim Mone)
1980 -- Jimmy Carter
U.S. President Jimmy Carter concedes defeat in the presidential election as he addresses a group of Carter-Mondale supporters in Washington, D.C., on Tuesday, Nov. 4, 1980. (AP Photo/Barry Thumma)
1976 -- Gerald Ford
President Gerald Ford speaks in the White House Press Room in Washington on November 3, 1976, conceding defeat to Jimmy Carter. (AP photo/ stf)
1972 -- George McGovern
Sen. George McGovern and his family in Sioux Falls, election night, Nov. 7, 1972 after he was defeated by Richard Nixon, and conceding the election. (AP Photo)
1968 -- Hubert H. Humphrey
Vice President Hubert H. Humphrey spaks at the Alfred E. Smith memorial dinner in Waldorf Astoria on Oct. 16, 1968 in New York. (AP Photo/John Lent)
1964 -- Barry Goldwater
A contact sheet of Republican senator Barry Morris Goldwater of Arizona concedes the 1964 presidential election to President Lyndon Johnson at a press conference held at his campaign headquarters at the Camelback Inn, Phoenix, Arizona, on November 4, 1964. (Photo by Washington Bureau/Getty Images)
1960 -- Richard Nixon
Vice President Nixon points to home-made sign at airport as he arrives in home state to cast his ballot on Nov. 8, 1960 in Ontario, California. (AP Photo)
1956 -- Adlai Stevenson
Sen. John F. Kennedy of Massachusetts talks with Democratic presidential candidate Adlai Stevenson on August 12, 1956 in Chicago. (AP Photo)
1952 -- Adlai Stevenson
Movie Actress Piper Laurie (left) is wearing a donkey head beauty spot on her cheek as she chats with Gov. Adlai Stevenson of Illinois, Democratic presidential nominee in Portland on Sept. 8, 1952. (AP Photo)
1948 -- Thomas Dewey
Dewey ran as the presidential candidate of the Republican Party in the elections of 1944 and 1948. (Photo by Fox Photos/Getty Images)
1944, 1948 -- Thomas Dewey
Thomas Dewey (1902 - 1971) Governor of the State of New York broadcasting over the 'Crusade of Freedom' radio. Dewey was the presidential candidate of the Republican Party in the elections of 1944 and 1948. (Photo by Keystone/Getty Images)
1940 -- Wendell Wilkie
Wendell Willkie, rehearses a report to the nation at a New York City radio station on Oct. 26, 1942. Willkie was President Roosevelt's personal representative, and his Republican opponent in the 1940 presidential elections. (AP Photo/Murray Becker)
1936 -- Alf Landon
Gov. Alf M. Landon, G.O.P. presidential nominee, voting in Independence, Kansas on Nov. 3, 1936. (AP Photo)
1932 -- Herbert Hoover
Herbert Hoover is shown leaving Madison Square Garden, Oct. 31, 1932 in New York City, after delivering his major campaign address before a crowd estimated at 22,000. (AP Photo)
1928 -- Alfred E. Smith
Governor Alfred E. Smith speaks in New York on Nov. 2, 1928. (AP Photo)
1924 -- John W. Davis
John W. Davis, Democratic nominee for President of the U.S., and his wife, are pictured on the estate of Charles Dana Gibson at Seven Hundred Acre Island in Dark Harbor, Maine on July 21, 1924. (AP Photo)
1920 -- James M. Cox
Democratic candidates for the presidency and vice-presidency of the United States, Governor James M Cox and Franklin Delano Roosevelt (1882 - 1945) are seen at the head of a nomination parade in Dayton, Ohio on Nov. 1, 1920. (Photo by Topical Press Agency/Getty Images)
1916 -- Charles Evans Hughes
1912 -- Theodore Roosevelt
Theodore Roosevelt during the progressive campaign of 1912. (AP Photo)