Results from a recent Kelly Blue Book survey of Latinas reveal that a clear majority (63%) do not believe it’s important for an auto salesperson to speak Spanish to successfully address the needs of Latina car buyers. Only 17% felt it was important, according to the study.
The survey also determined that 40% of Latina respondents believe they know more about auto purchasing than their significant other, but 95% of them ask a friend or family member to accompany them to the dealership, so they may not be so confident of negotiating the deal. (Ladies, MotorQueen.com can help you with that!)
It also revealed that 56% of Latina buyers do research on the internet before setting foot in a dealership, while 15% consult friends and family. The resources they cited as most helpful to determining which car to buy were expert reviews (21%), consumer reviews (21%) and vehicle history reports (27%).
“Latinas are an influential segment of the U.S. population and are projected to reach 30 percent of the
total female population by 2060,” said Mark Williams, an analyst for Kelley Blue Book. “With the Hispanic market’s purchasing power expected to reach $1.7 trillion by 2019, Latinas’ growing importance to the automotive industry can’t be ignored by automakers and dealerships.”
Few of them see mini‐vans in their plans, with only 6% expressing a need or desire for one. That doesn’t mean they don’t need family transportation, however. If they have to chauffeur the kids around, they want to do it in comfort, and many are drawn to SUVs (34%) and sedans (32%). Roughly 14% of Latinas aged 20‐29 are in the market for a luxury car.
The findings further indicate that fuel efficiency (60%) and safety (57%) are more important to them than technology features, and that 55% of Latinas in their 20s and 53% in their 30s intend to purchase a new or pre‐owned vehicle in the next year.
Among the preferred safety features are collision prevention and automatic brakes (44%) and blind‐spot monitoring (34%). But she also wants a comfortable ride, citing dual air conditioning control as a favorite feature for most respondents (51 percent), followed by heated/cooled seats (37 percent), keyless entry and start (36 percent), and a sunroof (21 percent).
“It is important for the automotive industry to keep in mind that today’s Latina car buyer is a practical consumer who knows what she wants and is doing her homework before visiting the dealership,” said Williams. “While Spanish language salespeople are not a priority for her, survey results suggest she could use more confidence when visiting the sales floor. Highlighting the cost savings of environmentally friendly vehicles, touting safety features in new models, and making the car dealership a place where Latinas feel comfortable, are all good ways to reach her.”
The 2016 Kelley Blue Book Latinas on Wheels Survey was conducted by Wakefield Research among 1,000 nationally representative U.S. Hispanic women ages 20‐39 between March 22‐30, 2016.