Latest / Auto Collabs / Make It Pretty, Then Make It Ugly with Luis Delgado of Altura Automotive

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Make It Pretty, Then Make It Ugly with Luis Delgado of Altura Automotive · Auto Collabs

• 0:00
  I've never asked either of you this [upbeat music] This is Auto Collabs Are you the type of people that likes making a scene?
• 0:13
  Or like, if some- a scene is being made, do you naturally, like, move away from it or toward it? Like, "Let me see what that's about," or like, "Let's get outta here." I'm out. You're out?
• 0:24
  Bro, even- Depends on the scene for me. Okay. You know? Okay. Depends on the scene. Like, flash mob, totally a part of that. [laughs] Ridiculousness, I'm out.
• 0:32
  Wait, you mean like the good kind of flash mob, like we're dancing. Yeah, yeah, yeah. Yeah. 'Cause there were a lot of flash mobs circa 2020- I want to be the kind of Kyle that-... that I didn't wanna be anywhere near...
• 0:41
  in Walmart. [laughs] Right? Kyle's checking out apples in a Walmart Supercenter, and people just start dancing around him. He's all, he's all, "Mm, ah." He starts juggling apples. Yeah. Yeah.
• 0:51
  [laughs] I, I think for me- No, I'm the kind of guy, dude, that, like, it drives me nuts when people yell to each other in a store. [laughs] Yeah, you, like, duck and run. "Hey, David!" You're like, "No, it's not me."
• 1:04
  You're like, "He's 15 steps away. Walk up to David. Why you yelling?"
• 1:08
  Well, well, you're not gonna have much choice in either direction, but today's guest, Luis Delgado of Altura Social, um, is somebody who I would say is probably masterclass at making a scene and walking away from it always kinda smelling like roses, because he's so likable.
• 1:25
  Uh, he- So likable... he did it at ASOTU CON. [laughs] I've seen him do it elsewhere, and, uh, we'll see whether or not he's actually gonna make a scene on the podcast. We hope you enjoy this conversation with Luis.
• 1:37
  [upbeat music] Here we go. We've been waiting for this a long time, Luis. Thanks for joining us today on Auto Collabs. Pleasure to be here, guys. Thank you, guys. I still can't believe you let me on that stage, man.
• 1:48
  Neither can we. [laughs] So, um, moving on. [laughs] Getting past that. [laughs] Thanks for joining us today. Uh, now, Luis, um, thanks for being with us.
• 1:59
  You are always, uh, just bring so much energy to whatever room you're in, and if you're on a live stage, that energy, like, multiplies by a factor of 11.
• 2:08
  Uh, why don't we just start off, 'cause I think, uh, a lot of people don't know who you are in the industry, but they're about to, um, as soon as your camera comes back on. As soon as...
• 2:18
  [laughs] So working on the audio version for a second. If his, if his camera comes back on, I'm just gonna keep rolling, but it seems like it's not.
• 2:25
  Yeah, yeah, we're gonna go ahead and continue rolling, 'cause this thing is being- There we go... there we go. Okay. It just can't contain all the likeness. Yeah, it can't handle all the energy, man.
• 2:33
  Too much energy- I know... going in this room. EMP. So tell, tell the people, um, what do you do in the auto industry, and how the heck did you get here? [laughs] All right.
• 2:42
  How I got here is actually sort of by accident. Uh- Hey... well, there's no really no accident, really, but, but we can't really connect the dots moving forward, right? We can only connect them backwards, right?
• 2:52
  So, uh, we, uh, actually encountered the automotive space, um, with Patrick from, uh... Never mind. Um, there you go. It's gone again. Oh, the camera's going out. Yeah. I'm gonna go ahead and just change to my, um,
• 3:05
  change to my local camera, 'cause I'm trying to be all fancy for you guys, and now this thing- See, that's what happens. That, that's one thing that we've learned. When you try to be fancy, it typically backfires on you.
• 3:15
  [laughs] Um, but, you know. All right. I'm done. There you go. Oh, my gosh. That's what you really look like? I'm just kidding. [laughs] Let's roll. This ain't, this ain't going to turn on. Okay.
• 3:25
  So you, you said you fir- you first and foremost, you came, you, you came into the auto industry by meeting, uh, Patrick. You met Patrick Abad, GM of Beaver Toyota in Cumming, Georgia, correct? Yeah.
• 3:35
  He's crazy enough to, uh, you know, uh, get us in and, uh, and give us a shot at where we were already working, uh, with regards to the Hispanic market.
• 3:45
  He, um, he saw the opportunity that a lot of, uh, uh, there's a lot of gap, there's a big gap when it comes to serving the Hispanic community, right? And it's not necessarily 'cause the Hispanics are not there.
• 3:56
  They're definitely there, but there's just a lack of infrastructure, lack of, uh, folks being able to cater to the Hispanic market. And, uh, and Patrick saw this. And, uh, he saw that we didn't have...
• 4:06
  We were working on something that was not necessarily perfect, that there was, uh, you know, needed some work. But, uh, he gave us a, he, he was crazy enough to give us a budget to advertise- [laughs]...
• 4:15
  and then crazy enough to, you know, to figure it out along the way, which is a lot of times how things start up, right?
• 4:22
  You don't really know where you're going, and then you, uh, uh, you start working the kinks, and then, uh, start breaking stuff, and then, uh, and then, you know, stuff works.
• 4:29
  And then, and then now you go to the store and, and it looks like a Mexican store. [laughs] Amen to that. [laughs] Amen to that. All right.
• 4:36
  So, so basically, you, you kind of took over m- creating the Hispanic content for his store. I know you... I'm gonna, I'm gonna fast-track you a little bit.
• 4:45
  You leaned into, uh, John Duran, who is kind of like the point person to the Hispanic market, and built a brand, uh, helped John build his brand, meanwhile built a massive community of Hispanic buyers, employees, et cetera, that now see and hear the content you're making on behalf of Beaver Toyota, and, uh, has become a, a pretty significant part of their store.
• 5:06
  Did I get that right mostly? Yeah. Yeah, yeah. Definitely got it right. Yeah. Yes, indeed.
• 5:11
  And, um, but fast-tracking moving now, what we do now with, uh, in the automotive space is we're building a, uh, we're building a, a training platform.
• 5:21
  So there's a big gap when it comes to Hispanics th- th- th- th- and being, and, and Hispanics being served to, to be able to buy a car.
• 5:29
  Now, what I see, what John see, what my, my business partner saw when we went to ASOTU CON is, hey, there's this big gap of Hispanics that wanna buy a car, and they don't necessarily know that they can at a franchise.
• 5:39
  But what about the other side of the people that don't know that there's a massive opportunity to serve the Hispanic market?
• 5:48
  So essentially, there's another big gap of people being trained that are not necessarily in the auto- automotive space. They might be waiters.
• 5:55
  They might be, you know, people in retail, uh, people in Macy's, people in, in other spots that are good at selling, but don't know that there's a big opportunity to cater to the Hispanic market in the auto- automotive sp- in the automotive space.
• 6:05
  Oh, that's good. So what we're doing is building a training platform where we, um...
• 6:10
  Our goal is to change the conversation with, with, uh, w- with, uh, professionals so that the, the professional, the salesperson professionalChooses where they wanna go work, and the conversation is, is switched by
• 6:24
  telling the dealer, basically, the salesperson chooses the dealer that they wanna work for and say, "Hey, Kyle, you own a dealer, I wanna work for you. By the way, I have 10 appointments for this Saturday." Ah.
• 6:35
  [laughs] Ah. Right? See now- Little leverage in the pocket...
• 6:39
  well, because, well, because the Hispanic, I mean, uh, like, as a community, the, the, the essence of the word community is built up in the Hispanic community. Heck yeah.
• 6:48
  Like, it is core and central to the way that that, that that group of people interacts, um, and, and, and says like, "I'm gonna be attached to whatever this community does," right? Yeah. Yeah, yeah.
• 7:03
  So, so our, our goal is, is to continue building this momentum and, and, uh, and teaching folks how to get into the Hispa- into the, uh, uh, into the, the automotive space, coaching them on how to be self-sufficient, and at the same time, uh, um, getting the f- in, in, getting...
• 7:19
  There's a fear as a, as a, as a business owner, uh, and probably as a dealer, there's a fear of, "I'm gonna build up this guy's brand, and then he's gonna leave- Without a doubt...
• 7:28
  and, and take, and take his, his business and his prospect. Now, uh, if the, if the, if the professional's gonna leave, they're gonna leave regardless, right?
• 7:36
  So trying to get the fear out of that, that, uh, of the dealer saying, "I'm gonna build his brand," but rather, "I'm gonna help him build his brand and we're all gonna grow.
• 7:43
  We're gonna build a, uh, a, we're gonna build a massive community within the dealer so that everybody's happy and we all grow together."
• 7:51
  If some of them leave, well, maybe, you know, it was, it was, uh, as a, as a leader, if I have somebody leave from my organization, it's probably my fault that they left, right?
• 7:58
  So, so good, good people should not leave just like that.
• 8:01
  Uh, so our goal is to coach folks and to have their, the, the, um, to have the l- the leverage of, of, of choosing who they wanna work for and being an asset to the dealer rather than just a salesperson.
• 8:14
  Now, some, uh, uh, our goal obviously is also to grow the organization with other dealers, but, uh, I think that there's a massive opportunity to be of service, as Altura, to be of service to other Hispanics that don't know the massive opportunity the automotive space can provide for their families, for their children, for, you know, and, and in the same spirit- Well, that's your experience right now, right?
• 8:34
  Yeah.
• 8:34
  Like, literally you are living that experience as an industry partner saying like, "I didn't have any idea about the auto industry," and then got a foot in, and then started to do work, and saw that there was all this meaning hap- like, all this opportunity in the market to be a great place for the Hispanic community to buy a car and build trust.
• 8:52
  Also, this great opportunity for people to step into the same thing that you stepped in in this industry to say, "There's all kinds of blue sky and opportunity in this industry."
• 9:02
  And so I think it's really natural that you kind of like are holding the, you know, the rope from both sides and trying to pull the two sides together. Yeah, yeah.
• 9:08
  No, I, I, I did encounter the automotive space at my younger age. I actually got introduced to a buy here, pay here.
• 9:14
  So I, at first hand, uh, encountered fixed interest rates, I encountered just a move steal at all prices, um, you know, right? Where there's like, "This car is good, this car is bad, this car is bad, it's gotta go.
• 9:27
  Sell it. Go ahead and sell it." So I wa- and a lot of the clientele were Hispanics. So it left a very, not necessarily a good taste in my mouth. Uh, I was becoming somebody else. Yeah. And I, I totally, I dipped.
• 9:38
  I quit from one day to the next. It was actually four, within four months, I quit. I, I, I met my father for the first time ever, and then I was like, "Man, this crushed my life. I'm, and this is not who I wanna become."
• 9:48
  And then I quit, and I started my, my marketing venture and, and, uh, but I got encountered to the automotive space through a buy here, pay here, and it was a horrible experience but- By working at a buy here, pay here, you're saying?
• 9:58
  By working, by being a sales- Yeah, yeah... being a GM and in finance at the auto- in a buy here, pay here. And, uh, yeah, yeah. And, and that's when I, that's when it kinda clicked on my head.
• 10:07
  I'm like, "Dude, there's so many Hispanics. There's so many, uh, people that need service, and they don't know that they can buy at a franchise. They don't know that they can..." They are, they... It might be 'cause
• 10:16
  a lot of folks, a lot of Hispanic folks, maybe they don't feel worthy of going to like a Beaver Toyota, right? It's daunting, right? Yeah. Yeah, this massive place.
• 10:24
  I'd rather go to a gravel place, you, you know, where, where, where I know for a fact that I'm gonna get financed, uh, uh, regardless of whether I got ITN number or, or, or driver's license or all this stuff.
• 10:35
  They're gonna buy a car anyways, which by the way, by 2025, 25% of all car sales are gonna be Hispanics. Ooh. Right? Goodness. That's next year. That's next year.
• 10:48
  So it's like if you don't have 25% market share at your, at your, uh, uh, or 25% of your purchases happening from that client base, you're just missing a massive- Way behind. Yeah... amount of market share.
• 10:58
  Somebody's getting it. Wow. I'm sure it varies market to market, but as a whole, dang. I, I think there's like, th- there might be some people that are listening or watching and being like, "Well, why is that?"
• 11:08
  And there's something just really powerful. Aside from market segmentation and how important a principle that is in marketing, what's happening here is that there...
• 11:17
  You know, like if I were to go to Europe or South America or Mexico, the minute I meet another American or another Canadian, I'm instantly gravitating towards that individual because I know it's somebody else that understands me, my circumstances, my way of life, my culture.
• 11:34
  That's what's happening here. For the people that are wondering why this is so powerful, because you have a large Hispanic community, and they are now in a different country,
• 11:44
  they're gravitating towards their community, their culture that, that they understand people. And the power of that is that when a powerful recommendation enters that group, they are more likely to talk about it.
• 11:56
  In the same way that when I moved from Canada to America, I found groups of people that I knew understood m- my way of life and have since purchased cars when I bought a car.
• 12:07
  They've since gone to the same dealerships to buy cars that I bought cars from. That's, that's the powerful, you know, thing that's happening here.
• 12:15
  So when you say that such a large percentage of people are gonna be buying, uh, cars in 2025 in the Hispanic community, I want the dealers that are paying attention to this to understand the, the very simple...
• 12:27
  mechanism at play here, which is that, that we gravitate to our culture because it's, it's what we understand. And referral traffic through that group is so much more powerful than reading a Google review. Yeah. Indeed.
• 12:43
  Yeah. Yeah, yeah. And when, when we, uh, talked, Paul, in, o- over there in the Sotacon, you mentioned something very powerful.
• 12:48
  You said the Hispanic market is not, like, a button that you press and you're like, "Oh, I got Hispanics now," right?
• 12:54
  And it, it, in, in a sense, it's almost like that because, uh, when a dealer thinks, "Well, you know, we need, we need more sales. Well, what about Hispanics?
• 13:01
  Well, yeah, let's go ahead and make a commercial and run some ads and do all this stuff," right, "and start generating leads," right? And, uh, i- in a sense, it's almost like pressing a button.
• 13:09
  But if there's no infrastructure, if there's no, you know, a, a, a,
• 13:13
  um, system to build the relationship in service, in finance and sales, then, then you're literally just pressing a button to fill your fridge with food and you don't know how to cook, right? Yeah. Yeah.
• 13:25
  Yeah, you don't have a way to open- Yeah...
• 13:26
  the can or you don't- Well, that's, I think, I think what's interesting is it is pressing a button, but not in the typical w- way that we say it, especially in any retail industry.
• 13:34
  We're like, if we want more th- more customers, we know how to do that. We just go spend money on getting more leads, right? Sending more paid traffic, whatever it may be, right?
• 13:44
  Running a commercial, running an ad, and all of a sudden we get a, we get lift, right? But the button that you actually press first is the hiring path, right?
• 13:54
  And that's where you're saying, like, even getting the right hiring done is hard because maybe that person doesn't feel like there's a career opportunity there.
• 14:05
  And so it's like, it's going all the way to the education of there's a career opportunity here, and also if you work here, then we'll support you in your community-building because we know that that's important.
• 14:16
  Um, and then, like, if you do that, it actually is a lot quicker than going and spending money because, like what you just said is, you know, if you have the person there, like, the community is already close to that person.
• 14:29
  Mm-hmm. You may n- not even have to go spend a whole bunch of money to go, like, create leads or, you know- Oh, my God... yeah. You're now... Oh, oh, you're striking something- [laughs]... in me here. Oh.
• 14:40
  [laughs] Isn't it a sad thing? You said it earlier. You said such a powerful thing. You said self-sufficient. You said, "We teach them how to be self-sufficient."
• 14:49
  And now on the back of what you just said, Kyle, about it's not about gen- dealers are like, "Well, I'm spending, I'm s- I gotta spend more money on, on generating leads." It's like, bro, you're already spending money.
• 14:59
  Timmy, Johnny, uh, like, just n- list off the names on your payroll. If we can't teach them to be self-sufficient, then you're in a trap. Deploy them, yep. You're in a trap.
• 15:11
  They, because they should be generating their own leads. Mm-hmm. Yeah. Yeah. And, and, and I, I feel that there's a lack of support from the dealer of the, of the salesperson. So they tell...
• 15:21
  I, I feel like a dealer tells a salesperson, "Be self-sufficient. Get your own leads. But you gotta do it- Yeah... over there. I'm not gonna help you out- Yeah. What does that even mean?...
• 15:29
  because if I help you, then you'll leave," right? Yeah. And so it, so it- it's like- Right... it's like a broken, you know, it's necessity. That's a great point, right?
• 15:36
  Because the, the, what if I help you build this brand and I helped you get, you know, more appointments and I help build... And then you're successful and you le- you leave.
• 15:45
  At the same time, I'm saying, "Go over there, grab a phone book, grab your personal network," right?
• 15:51
  "And basically generate your own traffic so people come in and, 'cause they wanna talk to you only 'cause you generated it." They're saying literally the same... That is an amazing point.
• 16:01
  I, I think even to your point- Wow... Paul, you're, you're explaining self-sufficiently greater than most business people do.
• 16:07
  I think most business people do what he's saying, what, what Luis is saying and, and say, "Go be self-sufficient." And then the person's going, "Uh, what does that even mean?
• 16:15
  I just graduated from a school system that doesn't teach us about-" [laughs] Self-sufficiency. At all. Yeah. What does self-sufficiency mean? Yeah. You know? Yeah. Now, think of this.
• 16:25
  Now, switching the coin and, and, and educating the salesperson of being self-sufficient and what that really means, so they're like, "You know what?
• 16:33
  That dealer over there, I thought they were cool, but I went in there, I didn't really like the feel.
• 16:37
  But I like, I like how I felt over here, and I'm gonna go ahead and, you know, and, and create my brand and, and book a bunch of appointments for one day, and I'm gonna t- show up and tell them, 'Hey, I really wanna work here.
• 16:46
  This is where I wanna work. This is where I wanna, where I wanna bring my, my brand. By the way, we got, I got 10 appointments for this Saturday, five appointments for this other day.'"
• 16:54
  And, and then you kinda skip, in a way, we can talk about the onboarding sometime, sometime along the way, but we gotta sell cars, right? As a dealer, I'm gonna be like, "Well, uh, shit, uh, yeah."
• 17:05
  [laughs] [laughs] 10 appointments, yeah, let's, let's sell. I mean, right? Uh, we can talk about onboarding later on. So yeah, I- So what, so what are some of the key things that you're building into that?
• 17:14
  Because I think that that's, like, a universal thing that, that people could, looking for a career, should be thinking about, how do I build up something that's desirable, right?
• 17:24
  Like, everybody wants to be wanted as an employee. So what are, like, maybe one or two key things that you're zeroing in on in that training? Okay. It's very simple. I'm gonna go ahead and share my screen real quick.
• 17:35
  Let's see. Percent, ah. Oh, he's, [laughs] he's like, watch. He's just, I'm just gonna go ahead and educate everyone right here. I don't think we've ever done a screen share on this podcast before. I'm excited.
• 17:45
  This is great. We're, we're gonna have to explain it for the people on the audio. So right now, Luis is intently looking at his screen, figuring out how the heck- Just like you're on a Zoom call... do we share. Now I do.
• 17:55
  Yeah, just like every Zoom call you've ever been on, no matter how many times you've done it, you're just like, why won't this share? But it is a new platform. Why is this thing not working?
• 18:02
  Hey, and just like that, Paul checked off the compliancy requirement. Yeah. [laughs] Audio, audio experience done. All right, we are now looking at Luis. It is a picture of a chihuahua in a sombrero.
• 18:15
  [laughs] I'm just not. [laughs] [laughs] Oh, that was your screensaver. I got it. [laughs] Oh, my goodness. Oh, my God. That's a good one, man. That's very good. [laughs] No, it's very professional. [laughs]All right.
• 18:29
  All right, all right. Check this out. So ex- explain the screen- Okay... because you've got, like, three very simple images- Very simple... uh, that- Okay... that, that you're, that you're walking someone through.
• 18:38
  We didn't- Yeah... we didn't r- invent the wheel, guys, okay? We, this is... We literally just p- slap a name on it just so to have some recognition, but it's very simple.
• 18:47
  It's a methodology, and it's, we call it the triple A system. The first A in the triple A is audiovisuals, and what we're doing is we're creating direct response videos, not branding.
• 19:00
  What a branding would be, would be more like, "Hey, come to Crazy Eddie Fords. We got over 300 cars, and we can finance everyone. Go to crazyeddieford.com." That's branding.
• 19:10
  And what we're teaching folks is d- creating direct response. What that means is, "Hey, this is Crazy Eddie Fords. We got over 300 cars.
• 19:17
  And by the way, if you're in the market for a car, we can get, we can start a pre-approval started in less than 30 seconds. Click this button right now to book your appointment." 15, 20-second video, direct response.
• 19:27
  Okay. Now, once we make the video pretty, then we make it really ugly by adding a bunch of graphics and a bunch of stuff- [laughs]... right like this. Got it. Step one, make the video pretty.
• 19:38
  Step two, make that pretty video ugly. That's amazing. As ugly as possible. It's a perfect balance of, of pretty and ugly, right? And, um, now the second A is, uh- [laughs]... creating the ads. It's, like, intentional.
• 19:50
  I know, right? It's like, make it pretty, then make it ugly. Yes. It's perfect. Yeah. And you've seen it before. You've seen, you've seen this ad before. It's so good. Right?
• 19:56
  And you're like, "Man, this video's so pretty, but it's so ugly. Why'd they do that? Let me go ahead and opt in just to see what's going on." [laughs] Okay. The second A is we create on Facebook forms, right?
• 20:08
  You guys are familiar with it. Everybody in the de- whole dealer world is familiar with them. Zoom in some more. Zoom in some more on that one. Okay. There you go. On, on Facebook form.
• 20:16
  And then we use Facebook's, uh, uh, own targeting or we use deepsink.com for third-party data. We buy third-party data from them. And then the third A is we make appointments.
• 20:26
  Uh, we- all within the same flow of the ad, okay? And this is connected to a Google Calendar, and then it sends to the salesperson, or it can send to the, uh, to the dealer's CRM.
• 20:36
  So, uh, to visualize this, this is an ad that we, uh, from this guy called the Healthy Insurance Dude. As you can see, he made a, a really pretty video, but he made it ugly. He put some b- s- b- roll in the back.
• 20:50
  He put this fractal stuff here, and then he put the subtitles here, right? And it's an on Facebook form.
• 20:55
  Now, they take the, take people to this second page where p- people can get acquainted with overview, how it works, the products and stuff. But essentially, within the Facebook form, they give us their information.
• 21:07
  And then on the thank you page, instead of telling them, which is, by the way, what everybody's doing, on the thank you page, they tell them, "Hey, thanks, dude. Um, I guess we'll call you back sometime."
• 21:17
  Instead of doing that, you're inviting folks to book their own appointments all while they're in the toilet watching kitty videos, right? So people are busy these days. [laughs] Right?
• 21:27
  They don't have time to- But that's what they're doing. You're right. [laughs] They don't have time to mess around, right?
• 21:31
  If they're in the market for a car, they're probably gonna go ahead and opt in and never answer your back. And then there's gonna be some folks who are like, "Well, you know what? I still got some time here.
• 21:39
  Let me go ahead and book s- [laughs] Let me go ahead and book my appointment," right? So this is the basis of what we're doing. We're, we're help- teaching people.
• 21:48
  By the way, we're using AI so that they get an unlimited amount of creative juices flowing with prompts so that they can create their own direct response video, and then we teach them how to, uh, build their infrastructure as a brand or as a dealer, and then we send this traffic to appointments.
• 22:04
  Now, the cool thing is that when, uh, we- Luis, I think we're gonna get in all kinds of trouble here. You think so? I do. Good. You know why? Why? [laughs] Because, good. You know why?
• 22:16
  'Cause never once have we done any kind of product demonstration on this show, and this is so entertaining, we're letting it go. [laughs] And, and- [laughs] It is wildly entertaining.
• 22:30
  If you are just listening- The fact that-... you have to go to the video version and watch it... you have to go to the video version 'cause this man, like, he went full-on game day on us.
• 22:39
  We were- He's like, "Check this out. I, John Madden came out- Glad you asked... with the, with the play-by-play" [laughs] Go to offerautomotives.com. This is, well, I think... Yeah. [laughs] That's unbelievable.
• 22:50
  And now he just shot across the room. You didn't even notice, man. It's so funny. I'm telling you.
• 23:08
  In, in content. Masterclass video. Well, let, let's talk about him making it pretty then making it ugly at ASOTU CON. He had this beautiful session, it was packed full of people, about Hispanic marketing.
• 23:18
  And I'm sitting outside one of the breakout halls in the main hall. [laughs] And all of a sudden, I hear this very loud music. I mean, full drop. And then a band comes marching in.
• 23:29
  Meanwhile, Kyle is on the podcast stage talking with Mike Stanton, president of NADA. And this massive mariachi band walks into... I've actually... I feel like they expanded the definition of a mariachi band.
• 23:42
  It's a Mexican sinfonica. Is that what it was? I mean, when you got 15 people- Sinfonica. Okay... with, like, flutes and trombones and drums. That makes more sense. Okay. And so- Yeah...
• 23:52
  and he just found a way to get everybody looking at him and going, "Luis!" Right? What the heck is he doing? [laughs] But mission accomplished, though. But they love you.
• 24:02
  Well, but here's, here's, here's what I think, and I, and I love this and we'll wrap on this.
• 24:06
  But the, the whole point of, like, like, how to demand the attention of an audience, a community, a segment, is be ready to, like, put yourself out there.
• 24:18
  And you're saying that to the salespeople, you're saying that to the dealers, you're saying that to yourself in the way that you go to market.
• 24:24
  And I think that, like, if anybody can learn anything from this, it is-You have to be willing to do something that you haven't done before. Yes. And maybe that's hire the next Hispanic salesperson.
• 24:37
  That's run your first Hispanic ad. Try it. Like, figure it out, um, because the upside is crazy, and when 25% of the buying population is Hispanic, like, you'd be silly not to at least try and figure that thing out.
• 24:50
  So- Yeah... Luis, thank you so much for, uh, John Maddening this podcast- It was so good... because it was stellar. [laughs] Uh, really appreciate you and your par- uh, participation in this community.
• 25:02
  Thanks for joining us on Auto Collabs. Thank you. And, uh, hey, before we leave, I just wanna share something. Check this out. Oh, no. There we go. A picture.
• 25:09
  You see, this, this is, if you're not watching the video, the, the, the podcast- [laughs]... this is the... Oh, wait, let me put this right. That, uh- Oh, no. We c- we won't be able to hear the audio. That's fine.
• 25:18
  But- But you can see it. But- Right? There you go. We have the footage. We can throw it. Look at that. We'll throw the footage on the end of it- Yeah, we will... just so that everybody can hear and see it.
• 25:24
  We'll make sure people see it. Awesome. And we'll actually dri- drop a little audio into the show as well. Awesome. Thanks. Yeah, yeah, yeah. Sounds good, guys. Appreciate your time. [upbeat music] He made a scene.
• 25:37
  Oh my goodness. He made a scene. He, he...
• 25:42
  [laughs] Look, I'm tell- we said it in, during the conversation, I'm telling you right now, if you are a listener of this podcast and you do not s- do yourself the favor of finding this podcast on LinkedIn, YouTube, wherever we post it, you are doing yourself a disservice to your day.
• 25:59
  [laughs] Find minute about 17 and watch the teleprompter go. It's, you are- He just, he just took right over. He's like, "Hold on" He- I have a confession.
• 26:07
  I feel like I need to make a confession now, because before we started this you were like, "Do you guys, do you guys, like, lean into a scene or lean away from a scene?"
• 26:15
  And then I'm sitting here, I'm like, totally leaning into what I didn't know was a scene at the time, writing ferocious notes. Right, exact- Apparently I lean into the scene. 'Cause he's an expert.
• 26:25
  'Cause he's an expert at it. There you go. Yeah. He was like- Yep...
• 26:27
  "Hold my Cerveza" Well, and, and here's what's so interesting is, is, I, I do believe that, that the Hispanic market, from a franchise dealer perspective, is only understood by a wildly small sliver- Yeah...
• 26:41
  of the entire franchise market. And that is, that's, uh, like, it, uh, whatever you think, it doesn't make good business sense when 25% of vehicle transactions are gonna be made by someone who's Hispanic of, of descent.
• 26:56
  Mm-hmm. Like, learning that community is extremely important. Without a doubt. I mean, we've seen it firsthand. Um, it seems like, I think in a couple years from now, it's gonna seem like a real no-brainer. Yep.
• 27:10
  I think we're getting to the early adopters phase. We're about to get through the early adopters phase, right?
• 27:15
  Because these have been people who have been, like, crushing the market for the last five years, 'cause they understand it's there.
• 27:21
  I think the cat's out of the bag, or is going to be out of the bag very quickly in the next 12 to 24 months. And the stat that he gave us, right? 25% by 2025.
• 27:29
  So next year, a quarter of all vehicles sold by franchise dealers will be sold to Hispanics. So we're- Yeah, we're talking about m- millions of vehicles. Yeah, like four million. [laughs] Plus. I know.
• 27:43
  Well, it was a lot of fun. We hope you had a lot of fun with us. You should definitely check out Autura. You should check out Luis. Um, if you have the opportunity to meet him, you should definitely do that.
• 27:52
  Uh, but for now, on behalf of Kyle Mountserre, Michael Cirillo, who doesn't like a scene, and myself, thanks for joining us today on Auto Collabs.
• 28:00
  Sign up for our free and fun to read daily email for a free shot of relevant news in automotive, retail, media, and pop culture. You can get it now at asotu.com. That's A-S-O-T-U.com.
• 28:13
  If you love this podcast, please leave us a review and share it with a friend. Thanks again for listening. We'll see you next time.
• 28:22
  [upbeat music] Welcome to Auto Collabs. Welcome to Auto Collabs. [laughs] Why are we recording? Are we rolling yet? Not yet