Traditional vote-choice models include variables such as party identification, assessments of the economy, as well as other demographic characteristics. We argue that variables that tap shared racial/ethnic identity or some such similar dimension can enhance Latino vote-choice models beyond the traditional model. We evaluate Barack Obama and Mitt Romney’s cross-racial mobilization of Latino voters during the 2012 Presidential election. Using a survey of several thousand Latino voters, we find that these candidates’ policy stances vis-à-vis immigration and their ability to convey care and concern to the Latino community are important variables that guide Latino vote choice. Implications are discussed.