Auto Dealers Have New Tool To Help Target Hispanic Car Buyers

NASHVILLE, TN – Dealerskins, the award-winning automobile web site developer based in Nashville, TN, is introducing the first 100% Spanish-language web site for dealers who desire to target the fast-growing Hispanic market. The new service uses the Internet to allow dealers the means to target the huge number of Hispanics who reside in the U.S.

Census figures indicate that the Hispanic population, presently at more than 44 million, is the fastest growing minority group in the country. Most of the Hispanic population resides in 10 markets; the top five are Los Angeles, New York, Chicago, Miami and Houston. In addition, their buying power will likely reach $1 trillion by 2010, while the number of Hispanics in the U.S. will triple by 2050.

Studies show that Hispanics’ online usage exceeds that of the general population. Some findings are:

•     16.5  million Hispanics have online access
•     20 million Hispanics will have access by 2010
•     79% of Hispanics have broadband
•     58% of Hispanic Web users are under age 35
•     77% of Hispanics online use the Internet to learn about products
•     70% of Hispanics use the Internet to make a final buying decision
•     Hispanics spend an average of about 9.2 hours a week online at home vs. the online general population at 8.5 hours

Referring specifically to Hispanic consumers’ online usage, the AOL Latino 2006 Hispanic Cyberstudy found that:

•     1/3 of Hispanics online visit automotive Web sites
•     Hispanics will purchase 25% of new and used cars during the next 20 years
•     60% of Hispanics agree that the Internet is the best source for auto information

“Dealers who target Hispanic car buyers as part of their marketing strategy will be rewarded with increased sales and a loyal clientele,” said Tim Madel, Dealerskins’ General Manager. “The average dealership generates between 20 and 40 per cent of its vehicle sales from internet leads. With almost 17 million Hispanics online, this segment of the population clearly represents a tremendous value-added opportunity for dealers to increase their business.”

With its new 100% Spanish sites, Dealerskins is the only automobile web site developer to offer a comprehensive online resource that makes it possible for Spanish speakers to shop for a new or used vehicle, obtain financing, make a service appointment, and buy parts or accessories in their native language.

Dealerskins contracted the services of INTER-MARKETING PROMOTIONS, INC., a Miami-based company specializing in automotive marketing to Hispanics. Lomberto Perez Plasencia, head of the company, provides his expertise as a former car dealer and Hispanic marketer to ensure Dealerskins sites are sensitive to the needs of the various Hispanic ethnic groups in the U.S.

About Dealerskins:
Dealerskins, a division of Dominion Enterprises, provides automotive dealers beautiful, powerful, distinctive web solutions. The company's expertise comes from real-world dealership experience and a passion for listening and responding to dealers' needs. In fact, company founders designed, built and used the first Dealerskins websites while employed at a top-50 dealership group. Dealerskins recognized that automotive dealers require high-caliber, dynamic websites to meet car buyers' needs. Dealerskins was founded in July of 2000 to serve those needs. Dealerskins` websites have won numerous awards for excellence.

About Dominion Enterprises:
Dominion Enterprises, headquartered in Norfolk, Va., is a leading media and information services company serving employment, real estate, automotive, recreation and industrial markets in the United States.

The company operates a variety of technology businesses that offer Internet marketing, Web site design and hosting, lead generation, CRM, and data capture and distribution services including Advanced Access, PowerSports Network, and Dealer Specialties.
 
The company has more than 500 paid and free magazine titles such as For Rent, Harmon Homes, The Employment Guide, Boat Trader, Cycle Trader and RV Trader with a combined weekly circulation of over 5 million, and more than 40 market-leading Web sites such as ForRent.com, EmploymentGuide.com, Homes.com, and TraderOnline.com reaching more than 8 million unique monthly visitors. The company has nearly 6,600 employees nationwide and 2006 annual revenue of over $850 million.