Martinek is confident that Chevrolet will do better in the Hispanic market.
For one thing, the Chevrolet Silverado pickup, already the brand's top-selling product with Latinos, is about soon to be released in an all-new redesigned version.
"Between the small cars and the Silverado," he said, "we definitely have to grow."
Toyota isn't about to loosen its grip, though, said Rosero. This market has become too important to Toyota.
"It's had a measurable impact," he said, "and there's a bigger one down the road."