Ole for Florida Dealer

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.