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Diversity Experts Offer Tips For RV Industry To Embrace Hispanic Market

During RVIA’s Outlook 2009 breakfast kicking off the 46th annual National RV Trade Show, diversity experts Gary and Valerie Berman gave advice on how the RV industry can embrace, engage, and profit from the Hispanic market in the future.


According to the Bermans, America’s estimated Hispanic population exceeds 44 million people — 15 percent of the nation’s population.  Hispanics had purchasing power of $863.1 billion in 2007, a number projected to grow to $1 trillion by 2010.  The Bermans urged RV manufacturers and dealers to reach out to Hispanics in an effort to tap into this large and growing market.


“It’s been widely reported that the Hispanic population is growing three times faster than the general population,” said Gary Berman.  “What isn’t as widely understood is how the pace of change is affecting the political, social and economic nature of the U.S.  The Hispanic market is not only growing, it’s growing everywhere.”


The Bermans offered tips on how the industry can relate better to Hispanic consumers and culture.  They also highlighted key cultural hot buttons that characterize the Hispanic market.  These include a preference for group leisure activities, which could indicate a desire for RV caravaning; a fierce sense of extended family unity and loyalty, which could lead to an interest in larger RVs; and a desire to enjoy the moment, suggesting that RVs could become part of the American dream for Hispanics.


“Hispanics are always looking for ways to reinforce strongly held cultural values, yet still be part of the American mainstream,” said Valerie Berman.  “This means that if invited and welcomed, Hispanics will visit your showrooms and embrace the RV experience to strengthen bonds among their family and friends.”


The Bermans’ appearance in Louisville is part of RVIA’s work to expand outreach to diverse markets and media.  RVIA research shows that Hispanics and African-Americans in particular share key values with other RV buyers, and many have strong interest in purchasing someday.


“When targeting the Hispanic market, we need a ‘back-to-basics’ approach that uses a ‘think nationally but act locally’ execution,” said Gary Berman.  “Understanding local market composition, travel patterns, and usage occasions for Hispanics can help shape your business building strategy.”

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