In January The Latinum Network released a consumer study, conducted at the request of the Department of Labor, that showed spending by the Hispanic population had gone up 6.4%. Not only are Hispanics spending more, they are also multiplying faster as well. From 2007-2008 the Hispanic population grew at a rate of 3.2% making them the fastest growing demographic in the United States. In 2008 the Census estimates that over 15% of the population, or roughly 45 million people, are of Hispanic or Latino origin.

Now how does this relate back to the German automotive giant you ask? Volkswagen has set a high (some say unachievable) goal of selling 1 million units in the U.S. by 2018. To help them reach this goal they moved production capacity to North America and have repositioned (cheapened) the Jetta as a volume unit to compete with the likes of the Honda Civic.

One area of the U.S. market many automotive manufactures have been slow to capitalize on is the Hispanic one. The data above paints a picture of not only a fast growing demographic, but one who is trending away from thrift and embracing the American consumer mentality.

A recent opportunity posted on Volkswagen's career website indicates the German automaker may be laying the ground work to win over the hearts and minds of the Hispanic-American consumer. The position located at their rear-detachment in Michigan, is for a Product Communications Specialist who will be tasked with developing a Public Relations plan in line with their US Strategy. Whats interesting is that the description also says the person will "leverage minority publications" and be fluent in Spanish.

As a Hispanic-American and an automotive nerd I'm sure I've fantasized this into a strategic plot of grand proportion. I mean really - its only one position. It isn't like VW has Enrique Iglesias or George Lopez promoting the new Jetta (yet). I doubt celebrity personalities such as Howie Long or Mike Rowe appeal to the minority market base. Then again Dirty Jobs could be a hit on Univision.

This may only be a small step towards capturing the Hispanic market, but its a step nonetheless. I imagine others in the industry are doing just the same.