Univision Communications Inc., the leading media company serving Hispanic America, and GroupCars, an online buying esrvice, has announced AutoAmigo, the automotive industry's first national U.S. bilingual car buying program for Hispanics.
"AutoAmigo will leverage Univision's marketing power to reach 96 percent of U.S. Hispanic households and drive high quality appointments to certified dealers," said Chad Collier, founder and CEO of AutoAmigo. "There are over 50 million Hispanics in the U.S. today and Hispanics represent the fastest growing segment of the U.S. population. AutoAmigo will give dealers the ability to capitalize on this growing consumer base."
Although most automotive dealerships today understand the importance of reaching Hispanic consumers, the challenges associated with marketing to Spanish-language consumers often prevent them from fully capitalizing on the opportunity, said Rick Alessandri, executive vice president of Enterprise Development, Univision Communications Inc.
Using Univision's multi-platform resources, AutoAmigo will direct members of the media network's audience to visit its Internet site, AutoAmigo.com, or download the AutoAmigo mobile app on their Smartphones to research and shop for cars. Users will then be directed to a Spanish-language call center, where they are welcomed by a message from Don Francisco, host of Univision Network's hugely popular variety program, "Sabado Gigante" (Giant Saturday.
Calls will be forwarded to automotive experts who gather consumer information, including their current and desired vehicle, schedule appointments with certified AutoAmigo dealerships and even seek pre-approval for the purchases in question, if possible.
"The size of this community is huge," said Sean Wolfington, chairman of AutoAmigo. "There are more Hispanics in America than there are Spaniards in Spain or Canadians in Canada."
Said Rick Alessandri, Univision's executive vice president of Enterprise Development: "Univision's partnership with AutoAmigo will provide automotive dealers across the country with a turn-key solution to reach Hispanic consumers, a step that will increase revenue and market share."