05/15/2013 10:12 am ET

Japanese Auto Companies Winning The Race For Hispanic Consumers


Whether it’s political elections or consumer products, everyone wants to speak to U.S. Hispanics. But when it comes to the auto industry, Japanese auto makers are the ones standing above their Detroit counterparts, according to data from the auto market research firm Polk.

Toyota is number one with 18 percent of the Hispanic auto market, followed by Honda and Nissan before Chevrolet and Ford join the mix. Marc Bland, head of diversity and inclusion at Polk, says the Japanese companies all have something in common.

“It’s a dedicated and consistent focus on the Hispanic market,” he says. “What they all have in common is respect. Respect for the consumer and going out of their way to support Latino activities in the communities they live, work and play in.”

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