ASHEVILLE, N.C - Frank Lopez, Volvo Rents' Hispanic franchise business development consultant, shared his expertise on marketing to Hispanic entrepreneurs during "Future Tense Marketing," the Association of Equipment Manufacturers' annual Marketing Council Seminar, held May 18-20 in Portland, OR.

Lopez, president and CEO of The Taino Group, discussed Volvo Rents' initiatives to market to Hispanic entrepreneurs and contractor business executives during the event's opening session, "Marketing to Cultures within North America." His talk focused on the importance of understanding the buying habits of the Hispanic market, and issues important to the market.

Earlier this year Volvo Rents, the world's largest franchise construction equipment rental company, announced Lopez's association with the company, and the company's initiative to cultivate diversity among its roster of franchise owners. Currently, Hispanic entrepreneurs, many of who own multiple Volvo Rents stores, own 14 percent of Volvo Rents' North American stores.

Prior to his association with Volvo Rents, Lopez served as president and CEO of the U.S. Hispanic Chamber of Commerce Foundation. During his tenure with the USHCC Foundation, Lopez was instrumental in driving strategic policy development designed to benefit USHCC's constituents. He pursued an aggressive and targeted national campaign that ensured the successful advancement of Latino entrepreneurship, and Latino-focused small business policy and research.