Audi Dominion credits Spanish-speaking staff for sales successes.

“Our clients are going to have a wide range of questions, needs, problems and concerns, and they’ll need to seek direction,” he said. “We need to have people who are comfortable with that. The diversity of our clientele shouldn’t be something we shy away from, but something that we embrace.”

The dealership also regularly produces a Spanish-language infomercial detailing the inventories of Audi Dominion, as well as that of Cavender Toyota.

Audi Dominion and Cavender Toyota are part of Cavender Auto Group, which operates 10 new-vehicle dealerships in the area.

The infomercial, broadcast on Spanish-language TV channels, is produced so that potential customers know before they come in that someone can speak with them in Spanish about a vehicle purchase.

“We wanted to be at the forefront in our community, making sure our Spanish-speaking population knew there was an option,” Silva said.

Other dealership employees reflect the broader diversity of the San Antonio region, particularly with regard to its Asian and Middle Eastern populations.

The region is also home to several military bases and boasts a large veteran population.

“The best way we know how to perform is to make sure our staff reflects the community at large,” he said, “and that means all cultures.”

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