iMedia: Driving the Spanish Cyber Highway

Hispanics are buying cars at four times the rate of the rest of the population, according to an AOL study, a trend that automakers are starting to employ in their media choices. Almost half of online Hispanics have used the internet to find cars and dealerships. AOL is partnering with Autobytel to launch a Latino car buying site. Toyota, the automaker to first reach out specifically to Spanish speakers, currently ranks first in Hispanic new car purchases.