The Hispanic Motor Press announced winners of its 2026 awards program during AutoMobility LA at the Los Angeles Convention Center, recognizing the best new model year vehicles across five categories specifically for Hispanic car buyers. Awards were presented to executives from winning manufacturers during the opening day of the Los Angeles Auto Show. With Hispanic consumers representing one in four new-vehicle purchases in the United States, these awards carry significant weight in an increasingly diverse automotive marketplace.
Ricardo Rodriguez-Long, founder and president of the Hispanic Motor Press, stated, "With so many brands and models to choose from, and manufacturer advancements in technology, safety features, infotainment, and cleaner mobility, we help guide Hispanic car buyers." He emphasized the cultural importance of reaching this consumer group in their own language, noting that the United States is the second-largest Spanish-speaking country in the world. This linguistic and cultural focus addresses a critical gap in automotive marketing and consumer education.
The 2026 HMPA vehicle winners are the Hyundai IONIQ 9 for Best EV, the Kia Carnival for Best Family Car, the Toyota RAV4 for Best SUV, the RAM 1500 for Best Pick-up Truck, and the Lincoln Navigator for Best Luxury vehicle. Judge Gil Silva, who works at Mitchell reviewing car component repairs and longevity, said, "We are proud to help the consumer find the right car for their need." Another judge, Camilo Alfaro, CEO of the Hispanic Consortium, noted that "Any of these five vehicles deliver excellent value overall." These selections reflect practical considerations like reliability, family needs, and value that resonate strongly with Hispanic households.
All finalist vehicles were evaluated as offering a positive overall ownership experience and meeting the specific needs of Hispanic consumers. Sixteen auto manufacturers voluntarily submitted entries for consideration by a 16-member jury panel of independent Hispanic automotive journalists, content creators, and industry influencers. The panel evaluated vehicles during an eight-month testing period from January to September 2025 based on criteria including occupant safety, technology integration, ergonomics, overall content, and price. This rigorous process ensures that winners genuinely meet the community's standards rather than simply reflecting marketing claims.
Judge Carlos Hernandez, publisher of Latinos News newspaper, acknowledged the difficulty in selecting winners, stating, "There is always a bit of tension choosing 'THE' winner of a class. Personally, I am confident that the top 3 of each category will reward the consumer." The Hispanic Motor Press Foundation operates as a non-profit organization with the objective to educate consumers about clean, affordable mobility options. For more information, visit https://www.hispanicmotorpress.org. This educational mission is particularly important as automotive technology evolves rapidly, and Hispanic buyers seek trustworthy guidance in their purchasing decisions.
The implications of these awards extend beyond mere recognition. They signal to automakers the growing economic power and specific preferences of Hispanic consumers, who now constitute a quarter of the U.S. new-vehicle market. As manufacturers compete for this substantial demographic, culturally attuned evaluations like those from the Hispanic Motor Press provide essential feedback on what truly matters to these buyers—whether it's family-friendly features in the Kia Carnival, the luxury appeal of the Lincoln Navigator, or the environmental considerations of the Hyundai IONIQ 9. The awards also highlight the nonprofit's role in bridging information gaps, ensuring that Hispanic consumers can make informed choices in a complex automotive landscape where language and cultural nuances might otherwise be overlooked.
