The Hispanic Motor Press announced the winners of the 2026 Hispanic Motor Press Awards during AutoMobility LA at the Los Angeles Convention Center. The 16th annual program recognized the best new model year 2026 vehicles in five categories specifically for Hispanic car buyers, with awards presented to executives from each winning manufacturer.
"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 who represent 1 in 4 of new-vehicle purchases," stated Ricardo Rodriguez-Long, founder and president of the Hispanic Motor Press. "The United States is the second-largest Spanish-speaking country in the world, making it culturally vital to reach this consumer in their own language."
The 2026 HMPA vehicle winners as best of their class are: Best EV: Hyundai IONIQ 9; Best Family Car: Kia Carnival; Best SUV: Toyota RAV4; Best Pick-up Truck: RAM 1500; and Best Luxury: Lincoln Navigator. All finalist vehicles offer a positive overall ownership experience and are considered the most significant automobiles in the market as they meet the needs and desires of Hispanic consumers.
"We are proud to help the consumer find the right car for their need," said Gil Silva, one of the judges who works at Mitchell reviewing the repairs and longevity of car components. "Any of these five vehicles deliver excellent value overall," added Camilo Alfaro, judge and CEO of the Hispanic Consortium, an organization that assists OEMs in reaching Hispanic publications. Carlos Hernandez, judge and publisher of Latinos News newspaper, noted, "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."
Sixteen auto manufacturers voluntarily submitted their entries, and the 16-member jury panel evaluated vehicles during an eight-month testing period from January to September 2025. Evaluation criteria included safety of occupants, technology integration, ergonomics, overall content, and price. The jury panel is comprised of independent Hispanic automotive journalists, content creators, and industry influencers including Armando Varela of La Opinión, Al Vázquez of Al Vázquez YouTube, and Maria Ravani of Sobre Rodas.
This announcement matters because Hispanic consumers represent $1.9 trillion in buying power and account for one in four new vehicle purchases in the United States. The awards program serves as an important guide for this substantial market segment, addressing key purchase drivers for Hispanic families: quality, reliability, style, safety, and value. The Hispanic Motor Press Foundation operates as a non-profit 501(c)3 with the objective to educate and help the Hispanic consumer move toward mobility that is clean, affordable, and capable of reducing greenhouse emissions and improving air quality.
The organization operates with complete independence—all judges volunteer their time, and manufacturers participate by their own choice. For more information, visit www.hispanicmotorpress.org.
