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Make It Pretty, Then Make It Ugly with Luis Delgado of Altura Automotive
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Luis Delgado, CEO of Altura Automotive, joins the Auto Collabs team for an engaging discussion on leveraging the Hispanic market in the automotive industry. Known for his dynamic energy and innovative strategies, Luis reveals how he stumbled into the automotive world and has since become a key figure in Hispanic marketing. From humble beginnings in a Buy Here Pay Here dealership to revolutionizing dealership training programs, Luis shares insights on bridging cultural gaps and building trust with Hispanic customers.
In this episode, you'll hear about Luis's journey, the importance of making both pretty and ugly content to capture attention, and the vital role of community in the Hispanic market. The conversation dives deep into strategies for creating engaging, direct-response videos, building effective Facebook campaigns, and fostering self-sufficient sales teams. Join Paul, Kyle, and Michael as they explore how dealerships can not only attract Hispanic customers but also integrate Hispanic employees to enrich their business culture.
Watch Luis and Altura's ASOTU CON Mini-Keynote here: https://www.youtube.com/watch?v=tBDxmkVYr3E
Timestamped Takeaways
0:00 Intro with Paul J Daly, Kyle Mountsier and Michael Cirillo
05:35 Entering the Auto Industry - Luis shares how he accidentally found his way into the automotive sector through Patrick from Beaver Toyota, and the impactful role of serving the Hispanic community.
10:20 Building Trust in the Hispanic Market - The conversation highlights the significant gap in servicing Hispanic customers and how dealerships can better cater to this growing market.
18:24 The AAA System - Luis explains his methodology for creating effective marketing content, emphasizing the balance of making videos both pretty and ugly to engage viewers.
21:45 Leveraging Community Power - The team discusses the powerful dynamics of community within the Hispanic culture and how dealerships can benefit from fostering these relationships.
27:35 Future of Hispanic Automotive Market - With 25% of all vehicle sales projected to come from Hispanic buyers by 2025, the team underscores the urgency for dealerships to adapt and embrace this demographic.
Luis Delgado is the CEO of Altura Automotive
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