Much has been written about the Latino community and its role in American politics. Yet there remain some misconceptions. While they have become the largest ethno‐racial minority in the country their political impact has remained limited at the national level due to their geographical concentration, low rate of citizenship and registration and even lower turnout rates. Yet, demographics suggest they probably hold the key to the electoral future of the two major parties. In 2016 Donald Trump was elected president in spite of harsh anti‐Latino rhetoric. However his election was exceptional on many levels. Alienating the Latino community remains a dangerous gamble for the GOP in the long term because it could lead to more ethno‐racial and partisan polarization that may hamper its electoral prospects.