Abstract:

This paper explores the viability of Hispanic youth as a target market segment for the North American Automotive industry, and provides an understanding of the similarities and differences between this segment and North American youth in general. The report finds distinct differences between Hispanic and non-Hispanic youth in terms of preferences and behaviour for Automotive and Media products. It concludes that while distinct differences exist, there are also many similarities and that targeting this growing and potentially lucrative demographic is important and may not be too expensive or difficult.