The Tricolor Auto Group in Texas and the Ganas Auto Group in California are again using technology to reach potential Hispanic customers.

LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, recently launched its first WhatsApp implementation for an automotive dealer group, rolling out web and mobile messaging for Tricolor and Ganas, which describe themselves as mission-driven to sell and finance high-quality, certified used vehicles through its premium brands, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market.

Using the LiveEngage platform, Tricolor and Ganas are looking to provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership groups.

“One of Tricolor Auto Group’s goals is to make it easier for Spanish-speakers to buy a car and get reliable, trustworthy service — both of which can be complex, confusing experiences,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.

Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, can give the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. Consumers familiar with the Ganas brand can opt in to message with agents through the WhatsApp icon found on their website on both desktops and mobile devices.

The company highlighted that WhatsApp’s rich messaging capabilities can make it an excellent fit for automotive shopping, where dealerships can benefit from sharing resources like photos, vehicle history reports, trade valuations and even credit applications with shoppers directly in messaging conversations.

“WhatsApp is the go-to messaging application in the Latino community,” Delgado said. “We knew we needed a strong WhatsApp Business service provider to help us engage with our consumers in the communications channels they were already using. LivePerson Automotive gives our customers so many options for messaging with us, from web and mobile messaging to Facebook Messenger and WhatsApp.”

Mark Schmitz, Tricolor’s director of customer advocacy, said that in addition to its breadth of messaging channels, Tricolor chose the LiveEngage platform over other messaging solutions because of its rich capabilities for business development centers like his Concierge group at Tricolor.

“LivePerson’s reporting, analytics, sentiment analysis, and intent analysis technologies are robust,” Schmitz said. “As we extensively leverage data to provide the best experience to our customers, LiveEngage will help us bridge conversational analytics to our quantitative data and make the shopping experience more beneficial for our customers and more productive for our agents.”

LiveEngage conversation management capabilities, designed especially for contact centers like automotive BDCs, include skills-based routing, co-browse screen sharing so agents can help consumers more easily navigate inventory, and digital retailing tools, along with many agent-specific capabilities to make BDCs more efficient and productive.

“The Tricolor team’s mission is about much more than just selling a car. They truly want to build relationships with the Latino community and provide a level of service and support that genuinely transforms their buying and service experience,” said Denise Chudy, LivePerson Automotive general manager. “We’re proud to help them achieve these goals by connecting shoppers and Tricolor through the LiveEngage platform.”

To learn more about LivePerson Automotive’s conversational commerce platform, go to livepersonautomotive.com.