When it comes to marketing his business aggressively to diverse audiences, Lomberto L. Perez doesn't pull any megabytes.

The South Florida automobile dealer and Internet marketing pioneer last year earned a coveted Dealer Innovation Award from the National Automotive Dealers Assn. (NADA) for using the Web creatively to turn around two failing franchises.

This year, his dealership, Autocity Buick-Pontiac-GMC, of Homestead, breaks new cyber ground by launching the nation's first dealership Web site written 100% in Spanish. Its URL, www.AutocityParaTi.com, is Spanish for www.Autocity4U.com, the name of its English-language Web site.

Perez, a Cuban native who majored in journalism in college, personally translated the entire site designed by PureDealer.com.