Surge of Hispanic Car Buyers has Dealers Changing Their Sales Pitch

Summary

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KANSAS CITY, Mo. -- Viviana Medellin wasn't looking for a car when she attended a Cinco de Mayo festival sponsored by a Kansas City Latino organization two years ago.

But there Medellin met Kathy Tinoco, a saleswoman for a Ford dealership in nearby Raytown, who was showing a group of vehicles and -- in Spanish -- explaining their features and financing.

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Extract

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Surge of Hispanic Car Buyers has Dealers Changing Their Sales Pitch

Tinoco has spent the last year and a half at Dick Smith Ford focused entirely on reaching out to the Hispanic community, an effort the dealership estimates has brought in $825,000 in new and used car sales.

Medellin eventually bought a...

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