Toyota (TM) holds the top spot with almost 18% of the Hispanic car market. Honda and Nissan rank second and third, according to data from the auto market research firm Polk. Meanwhile, the domestics are getting trounced. The top-ranked domestic brand, General Motors’ (GM, Fortune 500) Chevrolet, ranks fourth with about half the market share of Toyota.

Toyota credits a long history of marketing directly to Hispanic consumers for its success.

“I think the Hispanic consumer has been a longtime loyal consumer because we have been a longtime loyal listener,” said Toyota Spokesman Luis Rosero. Toyota has long marketed to Hispanic Americans in both English and Spanish and has, for over 20 years, made a point of donating money to non-profit groups that work with Hispanics and African Americans, Rosero said.

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