SAN FRANCISCO — Prodigy has released a Spanish version of its online sales platform. The platform is built “organically, from the ground up” in Spanish, enabling customers to research and shop online on the auto dealer’s site in their native language with proper syntax and grammar, resulting in increased leads and sales from this demographic, according to the announcement.

Executives noted that, according to the 2016 Census, Hispanics comprised 17% of the population of the United States — around 55 million people. The Census Bureau estimates that by 2060, Hispanics will make up 28% of the population.

“We have a large footprint of dealers who serve Spanish-speaking communities, such as the Miami, Fla., area, and we've adapted our platform to serve these customers better,” said Prodigy CEO Michia Rohrssen. “It’s one thing to have a Spanish-speaking employee who can talk with customers in a way they understand. However, what about engaging them when they aren't at the dealership, how do you do that? Through your website! That's where our new Spanish online version comes in. These customers will better understand you and, as a bonus, feel that your dealership cares about them and their ethnicity, and can genuinely assist them for all their sales needs.”