Autobytel surveys Hispanics

To tap into the Hispanic market, Autobytel Inc. has created an online survey to determine what Latinos want and need to buy a car on the Internet.

The survey on Autobytel.com follows a study of 300 Hispanics done for Autobytel this year by Roslow Research Group in New York. That study asked respondents whether they had used or would be willing to use the Internet to gather vehicle information.

Mark Lorimer, president of Autobytel Inc., says 70 percent indicated they would use the Net to research and buy their next vehicle, and 84 percent said they would be willing to do automotive shopping and research online if they could do so in Spanish.

Lorimer says that while Autobytel.com has a Hispanic Web page containing some purchasing instructions in Spanish, Hispanics cannot do in-depth research of vehicles in that language.

Lorimer says the survey and input from car dealers will determine the type of online program Autobytel creates for Hispanics to research, bid on and buy vehicles in their own language. But mostly, says Melanie Webber, Autobytel's vice president of communications, it depends on whether dealers are willing to do Internet business in Spanish.

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