A new association will bring together a wide range of businesses to "level the playing field" for Hispanic car buyers.

The National Hispanic Automobile Alliance launched during the U.S. Hispanic Chamber of Commerce's annual convention in Albuquerque, N.M., in early October. The new organization is backed by a broad range of corporate sponsors, including automobile dealers and manufacturers, banks, insurance and finance companies, "all of whom recognize the opportunity and obligation to better serve Hispanic consumers," according to a statement.

"It feels appropriate that this important organization is being launched in New Mexico forty years after the USHCC was formed in Santa Fe," USHCC CEO Ramiro Cavazos said. "We look forward to working together with the NHAA on behalf of America's 4.37 million Hispanic-owned businesses."

The new association is embarking on several initiatives, including creating education programs for Hispanic car buyers, developing bilingual training and tools to help smaller Hispanic dealers and providing comprehensive training to larger non-Hispanic franchise dealers to help them engage Hispanic consumers.

Young Hispanic consumers make up the fastest-growing segment among automobile buyers yet frequently experience cultural and language barriers during the buying or selling process, according to NHAA.

"Access to safe and reliable transportation is a matter of social justice, and our mission is to create a coalition of industry partners focused on addressing the unlevel playing field facing the Hispanic community," association CEO Marc Powell said.

Powell currently is executive director of the New Mexico Independent Auto Dealers Association. NHAA will be based in Albuquerque.

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