Despite controversial statements by Trump supporters and his anti-immigrant rhetoric, Trump has increased his support among Latino voters, rising from 32% in 2020 to 45% in 2024, while Democrats have suffered a significant drop in that base. In 2016, Hillary Clinton won the Latino vote by 38 percentage points, and Joe Biden maintained a 33-point margin in 2020, but this year, Vice President Kamala Harris had only an eight-percentage-point lead.

Trump's strategy for 2024 included a culturally tailored campaign for Latinos, with ads in Spanish, mentions of elements of Latino culture and roundtables to discuss topics such as the economy and border security. Exit polls indicated that these actions had a positive impact among Latinos, with 45% identifying as Republicans, a notable increase compared to previous years.

However, "historically, if a Democratic candidate has hopes of winning the presidency, they must secure the Latino vote. According to an Axios review of exit polls going back 50 years, the investigation found that when Democratic presidential candidates get less than about 64% of the Latino vote, they typically lose”, according to Latin Times.

Alejandro Flores, an expert in political psychology, argues that Democrats possibly take Latino support for granted, which creates a sense of neglect among these voters. In contrast, Trump's efforts, while imperfect, highlight his intention to value Latino culture, making voters feel more recognized.

In addition, the text points to a gender difference among Latino voters: Hispanic men migrated to Trump, while women still preferred Harris. The analysis suggests that Democrats may need a more consistent and culturally engaged approach to win back and retain the Latino vote in future elections.