Campaigns built in Spanish from the start — not translated from English after the fact
Multicultural Marketing for Dealerships
Your Next Growth Market Is Already in Your Backyard
Spanish-speaking buyers represent a growing share of local vehicle demand — and most dealerships aren’t marketing to them at all. We build targeted, culturally accurate campaigns in Spanish that reach these buyers across every digital channel, driving incremental sales, service visits, and finance revenue your English-only campaigns are missing.
Book a Strategy CallSee What We Manage
20%
of new vehicle purchases in the U.S. are made by Hispanic buyers — and growing
$1.9T
Hispanic purchasing power in the U.S. — the fastest-growing consumer segment
If your English campaigns drive revenue, the same campaigns — properly localized — should drive incremental revenue from the segment you’re currently ignoring.
The Revenue Gap
A Growing Buyer Segment That Most Dealers Aren’t Reaching
In many U.S. markets, Spanish-speaking households represent 15–30% or more of the local population. They’re buying and leasing vehicles, scheduling service, and financing purchases at the same rate as English-speaking buyers. But most dealerships spend zero marketing dollars reaching them in their preferred language.
Your Competitors Aren’t Doing This Either
Multicultural marketing is one of the least competitive spaces in automotive digital. Most dealers haven’t started. That means the dealership that does it first in a given market gets to own the space with lower costs and less competition than any other channel.
Translation Isn’t a Strategy
Running your English ads through Google Translate and calling it multicultural marketing doesn’t work. Poorly translated ads erode trust. Culturally tone-deaf messaging wastes budget. The gap isn’t just language — it’s approach.
The Revenue Is Incremental
Spanish-language campaigns don’t cannibalize your English campaigns. They reach a different audience through different channels with different messaging. Every lead, every service appointment, and every sale from these campaigns is revenue you weren’t getting before.
Our Approach
Localized Campaigns, Not Translated Ads
Translation is running your English ad copy through a language tool and hoping it sounds right. Localization is building campaigns from the ground up for the Spanish-speaking audience — with messaging, offers, creative, and tone that are culturally accurate and resonate naturally.
We don’t take your English campaigns and translate them. We build parallel Spanish-language campaigns designed for how this audience actually shops, what they respond to, and what builds trust.
How We Coordinate:
Channels
Spanish-Language Campaigns Across Every Channel
We reach Spanish-speaking buyers across the same platforms your English campaigns run on — with dedicated campaigns, separate targeting, and localized creative for each channel.
Paid Search (Google Ads)
Spanish-language keyword targeting for vehicle searches, service queries, and dealership terms. Separate campaigns with Spanish ad copy, extensions, and landing pages. Captures in-market Spanish-speaking shoppers at the moment they’re searching.
Paid Social (Meta, TikTok, YouTube)
Spanish-language creative — video, carousel, and image ads — targeted to Spanish-speaking audiences by language preference, cultural affinity, and geographic concentration. Aligned with your English social campaigns but with separate messaging and creative.
Programmatic Display
Banner and video ads across Spanish-language websites, apps, and streaming platforms. Extends reach beyond search and social into the broader digital ecosystem where Spanish-speaking buyers consume content.
Connected TV & Online Video
Spanish-language video advertising on streaming platforms including Spanish-language programming, Univision, Telemundo content on streaming apps, and general market streaming with Spanish-language targeting through Amazon DSP.
Digital Audio (Streaming Radio)
Spanish-language audio ads across Spotify, Pandora, iHeartRadio, and other streaming platforms. Reaches listeners during commutes, at work, and at home with dealership messaging in their preferred language.
Email & SMS
Spanish-language email and text messaging campaigns supporting sales, service, and finance promotions. Especially effective for service reminders, lease-end notifications, and event invitations where direct communication drives action.
Growth happens when your messaging shows up everywhere your buyers do — in the language they think, decide, and buy in.
Department Revenue
If It Drives Revenue in English, It Should Drive Revenue in Spanish
Spanish-language campaigns support every profit center in your dealership. We build campaigns for each department with offers, messaging, and creative designed specifically for the Spanish-speaking audience in your market.
Sales
Drive new and used vehicle sales with inventory promotions, lease offers, and financing messaging localized for Spanish-speaking buyers. Highlight the same monthly specials and incentives your English campaigns promote — adapted for cultural relevance and language accuracy.
Examples:
New arrival ads, monthly payment-focused promotions, certified pre-owned campaigns, model-specific inventory ads, seasonal sales events
Service
Increase service retention and conquest service customers with Spanish-language maintenance reminders, seasonal specials, and parts promotions. Many Spanish-speaking vehicle owners default to independent shops because the dealership has never communicated with them in Spanish.
Examples:
Oil change and tire rotation specials, seasonal prep campaigns, recall notifications, brake and battery promotions, service appointment scheduling ads
Special Finance
Reach credit-challenged buyers with special finance messaging, BHPH promotions, and financing education content in Spanish. This is one of the highest-value segments in multicultural marketing — many Spanish-speaking buyers with limited credit history default to subprime options without knowing what’s available at a dealership.
Examples:
“Everyone approved” messaging, first-time buyer programs, credit-building promotions, low down payment offers, “habla español” staffing highlights
Every campaign maps to a dealership department and a revenue goal. We don’t run Spanish-language campaigns for awareness without a plan to convert that attention into sales, service appointments, and finance deals.
Audience Strategy
Precision Targeting — Not Broad Assumptions
Targeting a “Spanish-speaking audience” isn’t a strategy. It’s a starting point. We layer geographic, demographic, behavioral, and intent signals to reach the specific Spanish-speaking buyers in your market who are most likely to be in the market for a vehicle, a service visit, or a financing option.
Precision targeting reduces waste and ensures your Spanish-language budget reaches the buyers who are actually in your market, in the market for a vehicle, and reachable in their preferred language.
Measurement
Same Accountability as Your English Campaigns
Spanish-language campaigns are measured with the same rigor as the rest of your marketing. You’ll know exactly what they’re producing — and whether the investment is driving the incremental revenue it should.
Reach & Delivery
Audience
Reach and frequency among Spanish-speaking audiences specifically
Engagement
By Channel
Engagement and traffic quality indicators by channel and campaign type
Conversions
Leads & Calls
Calls, form fills, store visits, and direction requests attributed to Spanish-language campaigns
Cost Efficiency
CPL
Cost per lead and cost per acquisition compared to English campaign benchmarks
Revenue Impact
By Dept.
Performance by department — sales leads, service appointments, finance applications
Contribution
Incremental
Contribution to overall dealership marketing revenue and pipeline
Not a Black Box
Spanish-language campaigns aren’t a separate, untracked initiative. They’re integrated into your overall reporting with the same KPIs, the same attribution, and the same performance expectations as your English campaigns.
You’ll see exactly what the Spanish-language investment produced: how many leads, at what cost, from which channels, and for which departments. If the campaigns aren’t pulling their weight, we’ll tell you — and adjust.
The goal is incremental, measurable revenue — not a diversity line item that no one can evaluate.
Over 30 Years of Automotive Marketing Experience
Ready to Capture the Revenue You’ve Been Leaving on the Table?
If Spanish-speaking customers are part of your market — or represent an underserved growth opportunity — we’ll review your market, your data, and show you where Spanish-language marketing can support measurable, incremental growth across sales, service, and finance.