Here at Dealer eProcess, we are constantly looking for ways to improve our web pages so your dealership can reach more customers. While we know it’s important to have a responsive site and recognize mobile as a rapidly growing platform, we also are aware of other areas that are equally important.
One specific demographic that tends to be over-looked is Spanish-speaking customers. Dealers who overlook these customers are making a huge mistake, as Hispanics purchased 9 percent of vehicles last year, which attributes to over one million purchases. These customers are also constantly on the hunt for a new vehicle, as 72 percent of US Hispanic auto buyers use Search Engines to acquire auto related information.
Hispanics make up 17 percent of the total US population – which totals in at roughly 53 million people. This shouldn’t be a surprise, as the United States is now the second largest Spanish-speaking country in the world. As this community continues to grow in the United States, it is more and more imperative that you reach them through your website. And while you may offer a Spanish version of your website using Google Translate, studies have revealed how Spanish speakers react to this basic translation – and it isn’t good.
When your website is rendered into Spanish using Google Translate, it results in an unauthentic voice. This can sound broken and incoherent to your Spanish speaking customers, and can be extremely off-putting. However, we at Dealer eProcess can help you reach these customers with our custom built, Spanish car dealer sites, which are designed to appeal to Spanish speaking auto buyers. These buyers will see that you have appreciation of their heritage and culture, which will in turn result in loyalty to your company. When you take the easy way out and use Google Translate, it shows your Spanish speaking customers you want to reach them as a consumer, but don’t want to put in the time and effort to ensure it’s done correctly.
Don’t miss out on this opportunity to reach the Spanish speaking community in a way that is done right. One out of three Hispanics have made an auto related purchase in the past month. When you have a real Spanish website made by Dealer eProcess, you will be reaching this demographic and communicating with them in a way that your competitors aren’t. You don’t want to miss this opportunity to expand your dealership to the Hispanic community. Take a look at a few dealers who have aggressively went after the Spanish Market by visiting our portfolio.