Sales of new cars, trucks, and vans depend on changing consumer tastes, the popularity of the manufacturer’s vehicle models, and the intensity of competition with other dealers. Consumers are highly sensitive to the sales person in which they are conducting business with. To capitalize on the growing Hispanic market, car dealers can increase their profits dramatically by gaining proficiency in the Spanish language.

Spanish speaking customers prefer to purchase their vehicle from a Spanish speaking salesperson. Automotive dealers with a broader array of sales talent will reduce the dependency on offering generous incentives, rebates, and financing deals to maintain high sales volumes and to reduce inventories.