Hispanic Motor Press Defines Value and Culture at the 2025 AutoMobility LA
Hispanic Motor Press Defines Value and Culture at the 2025 AutoMobility LA
Exclusive photos and article by Richard Sandoval | Hispanic Lifestyle
Founder & President Ricardo Rodríguez-Long on honoring vehicles that reflect Hispanic families, lifestyle, and influence
At the 2025 AutoMobility LA press conference, Hispanic Motor Press announced its 16th Annual Vehicle Awards, recognizing standout vehicles across five categories that matter most to Hispanic consumers. Shortly after the announcement, Hispanic Lifestyle spoke with Ricardo Rodríguez-Long, Founder & President of Hispanic Motor Press, about the organization’s mission and this year’s honorees.
“This is our 16th annual awards presentation,” Rodríguez-Long shared. “Hispanic Motor Press was created to honor vehicles that excel—but with a Hispanic touch. We focus on value, not just a pretty car. Reliability, design, safety, comfort, and price all matter.”
Rodríguez-Long emphasized that the Hispanic market is not only significant it’s influential. Hispanic consumers represent roughly 20 percent of the U.S. population, translating into billions of dollars in purchasing power. Hispanic Motor Press approaches vehicle testing with cultural insight, understanding how language, family structure, and lifestyle shape buying decisions.
“We have certain traits that make us different,” he explained. “The Spanish language itself allows us to express things differently. Speaking to the consumer in a way that resonates culturally is what sets us apart.”
Rather than naming a single “car of the year,” Hispanic Motor Press evaluates vehicles across five categories | Family Car, Luxury Vehicle, Truck, SUV, and Electric Vehicle reflecting the diverse needs of Hispanic households.
“Latino families are often large,” Rodríguez-Long said. “We travel with Abuelas, Tíos, and everyone else. We tow, we vacation, and we bring everything with us. The vehicles we recognize must fit that reality.”
While the automotive market is crowded with strong options, Rodríguez-Long noted that some vehicles stand out for their overall balance of practicality and value—especially as prices continue to rise.
“Brand loyalty alone isn’t always practical anymore,” he said. “Our job is to help consumers find value. And we do this as volunteers, because we owe it to our community.”
2025 Hispanic Motor Press Award Winners
The following vehicles were recognized at AutoMobility LA for meeting the needs of Hispanic families and lifestyles:
- Best Electric Vehicle: Hyundai IONIQ 9 – A fully electric, three-row SUV designed for families, offering space, comfort, and zero-emissions travel.
- Best Truck: Ram 1500 – A versatile pickup with a refined interior, capable of serving both workdays and family weekends.
- Best SUV: Toyota RAV4 – One of today’s most popular SUVs, known for versatility, efficiency, and broad appeal.
- Best Luxury Vehicle: Lincoln Navigator – A spacious luxury SUV delivering comfort, power, and premium travel capability.
- Best Family Car: Kia Carnival – Purpose-built for families, offering generous seating, functionality, and comfort.
Each vehicle was selected after extensive real-world testing conducted by Hispanic Motor Press volunteers nationwide.
Rodríguez-Long closed with a message to car buyers:
“Before you buy, visit HispanicMotorPress.org. We’re a nonprofit organization. We test vehicles so you don’t have to saving you time and money.”
EXCLUSIVE PHOTOS
by Richard Sandoval
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