Longo Toyota, the sprawling Southern California auto dealership that has built its business model around embracing the diversity of its customer base, has developed a store website for Spanish-speaking shoppers.
The site, which took around three months to create, is more than just a front door into the site's existing pages. It's a near match of its English-language counterpart with all of the necessary inventory listings and links to other key areas such as service and parts. It also includes a staff page showing the store's Spanish-speaking staffers, just as the English site does.
The only omission, for now, is integration with Roadster's Express Storefront platform, which lets consumers handle vehicle transactions online without coming to the dealership. Longo Toyota began using Roadster's system last year, but Express Storefront doesn't yet support Spanish. Roadster said it plans to have Spanish-language capabilities by the second half of next year.