EL NUEVO MERCADO
By Barbara Powell
Express-News Business Writer

For the fifth consecutive month, Toyota has stolen Ford's longtime lead in selling cars and trucks to U.S. Hispanic buyers and pushed Chevrolet into third place.

Rick Paskiovich is a salesman for Red McCombs Toyota. The Japanese automaker is in a fierce contest for the fast growing Hispanic market.

Toyota's dominance this year has only intensified an already fierce contest for the fast-growing Hispanic market.

That battle is nowhere more intense than in San Antonio, where Toyota chose to build a Tundra pickup plant in a market in which it trails Ford, Chevrolet and Dodge among Hispanic buyers.

Toyota's regional distributor, Gulf States Toyota, hired Dallas-based McDonald Marketing last year to help dealers hone their pitch to Hispanic buyers. The automaker has sponsored Hispanic music concerts and billboards around town that show the Tundra next to the message "Nueva Tundra."

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