How to win the Latino vote in 2024

Playbook Deep Dive

Everyone knows the Latino vote will be decisive in this presidential election year. But our guest today says most of what you know about Latino voters and how to win them over is wrong.

Mike Madrid is a third-generation Mexican-American and one of the country’s leading political strategists when it comes to Latino voters. He was a senior operative for the California Republican Party who rubbed shoulders with the likes of George W. Bush and his generation of GOP officials. Madrid later got jaded by Trump and co-founded the Lincoln Project.

In his new book, “The Latino Century”, Madrid lays out a breadcrumb trail for both Republicans and Democrats to win this decisive block of voters, who he believes are very much up for grabs this year. He shares his findings with host & Playbook co-author Ryan Lizza as well as the reason why both parties are doing something right to win them — and something wrong.

Ryan Lizza is a Playbook co-author for POLITICO.

Mike Madrid is a Latino GOP political consultant and author of "The Latino Century."

Kara Tabor is a producer for POLITICO audio.

Alex Keeney is a senior producer for POLITICO audio.