Mike Madrid, author of “The Latino Century”, offers a unique perspective on the Latino electorate in the United States due to his professional experience and education. Raised in a Mexican American family in Southern California, Madrid became a Republican at age 9, inspired by the election of Ronald Reagan in 1980. He is a longtime member of the Republican Party and co-founder of the Lincoln Project, critical of Donald Trump since his 2016 campaign.

Madrid believes that both Republicans and Democrats are misinterpreting the Latino electorate, which could be crucial in the 2024 presidential election. He points out that jobs and the economy are the main concerns of Latinos, demystifying the view that they focus only on immigration and border issues. He points out that many Latinos in the U.S. are not immigrants, and many do not speak Spanish.

Madrid argues that Latinos, a growing and optimistic group that makes up about 19 percent of the U.S. population, should play a bigger role in American democracy. He proposes a multiethnic, pluralistic democracy and emphasizes the importance of considering the perspectives of generations of U.S.-born Latinos in addition to naturalized immigrants.

He criticizes Democrats for wrongly assuming that they represent all Latinos and for ignoring the shift of Latino voters to the right. He notes that while most Latinos are still Democratic, the party has been losing support among Latinos by focusing on white, progressive, college-educated voters who are more interested in cultural issues than working-class concerns.

For Republicans, Madrid suggests that understanding the assimilation of Latinos, whose families have been in the U.S. for generations, is crucial. He criticizes the GOP's almost exclusive focus on white voters without a college education and the use of racial issues to demonize Latin American immigrants.

Madrid argues that Republicans could win more Latino support and win more national elections if they adopted a more pro-immigrant stance and focused on traditional economic policies, such as cutting taxes and reducing government regulations.