Luis Rosero, Director of Toyota’s Hispanic Business Strategy Group, said to PRODU that being able to listen and cover the needs of their consumers is part of the strategy that has allowed them to maintain loyalty and preference among Hispanics. “In Toyota we have an agency doing everything in Spanish, but also were constantly listening to them, understanding what their needs are and giving solutions through safe and long-lasting cars. We also develop advertising, marketing, social media actions. But at the end, the personal relation is very important, particularly with our community that values family, and in Toyota we want them to feel good in our family. Our most important marketing strategy is personal relation with Hispanics” he said. One of four Hispanics has a Toyota and “38% of new sales have been for the Hispanic community” he said. For the last 12 years, the brand has become one of the Hispanic community’s favorites and, according to Rosero, this is due to a constant approach strategy for this target. “Knowing exactly what their needs are and translating this information collected at first hand, integrating technological innovations in their units that are real solutions for their problems.”
