In 2016 U.S. new vehicle sales hit a record high. With a mature market comes the pressure to find organic areas for growth, and no other segment of the population is driving more positive growth in the auto industry than U.S. Hispanics. As Jennifer Leonard, the Multicultural lead for Nissan at Fluent 360, stated at Univision's 2016 Leading the Change conference, "[Hispanic is] a larger piece of a shrinking pie, and therefore it's much more important to everyone."
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