LAS VEGAS (FOX5) — A Las Vegas car dealership owner says accessing resources and community support helped her business grow in a male-dominated industry.
Amalia Martinez, owner of Elite Motors LLC, started with just two cars on her lot. The dealership has now grown to over 40 vehicles.
Martinez said breaking into the auto industry as a Latina wasn’t easy.
“It is a type of business that is primarily run by men. That is why, as women, we didn’t have the same credibility as they did,” Martinez said.
SURPRISE SQUAD: FOX5 Surprise Squad gives car to single father of four after fire
Finding financial support
Martinez said when she first sought financing for her business, she was turned away. She then turned to a local nonprofit organization for help.
Noe Gonzalez with Chicanos Por La Causa said Elite Motors received a $10,000 loan through the organization’s Prestamos program.
“They came to us again, saying that they needed some financial assistance,” Gonzalez said.
Martinez said the loan made all the difference.
“Now we have our own business, our own property, our own sense of security. That is the dream. We want to leave a legacy for both the Hispanic and Anglo communities,” Martinez said.
Through Prestamos, Martinez also received technical and accounting assistance.
Gonzalez said small businesses are critical to Nevada’s economy.
“In the state of Nevada, well over 90% of all the businesses registered with the Secretary of State, the Silver Flume system, are small businesses. The small business, the micro business, the solopreneur, is the backbone of our economy in the state,” Gonzalez said.
Martinez said she wants to use her voice to help other Latina entrepreneurs.
“Dreams can come true with discipline and perseverance, so that you can make them a reality. There is always someone who can lend a helping hand, and we are ready to share our own success story,” Martinez said.
Martinez said she hopes her story will encourage other Latina entrepreneurs to pursue their own business dreams.
Chicanos Por La Causa says small business owners interested in learning more about their programs can reach out to the organization.
Copyright 2026 KVVU. All rights reserved.
