In the aftermath of a GOP presidential primary in which candidates spoke about “self-deportation” and building “electric fences,” it’s not surprising the Republican nominee lost the Hispanic vote in 2012. But it’s the margin of the defeat that is staggering: 44 points. This, after George W. Bush won 44 percent of the Hispanic vote in 2004.

The GOP has a problem with the fastest growing demographic group in America–and Florida Senator Marco Rubio knows it and is determined to do something about it.

As this interview with the Wall Street Journal’s Matthew Kaminski demonstrates, Senator Rubio has thought through the issue with care and thoroughness–from border security, to moving us toward merit and skill-based legal immigration, to increasing the number of visas for permanent and seasonal farm workers, to workplace enforcement, to what to do with the 12 million illegals currently in America (including making accommodations for people who came to America unlawfully with their parents). 

Senator Rubio also understands that while immigration reform isn’t a magic bullet for the GOP, the immigration issues is “a gateway issue for Hispanics… No matter what your stance is on a number of other issues, if people somehow come to believe that you don’t like them or want them here, it’s difficult to get them to listen to anyone else.”

That’s right; and that is what the modern GOP had done, for reasons that strike me as substantively wrong and politically unwise. There are ways for Republicans to deal with illegal immigration without coming across as anti-Hispanic and anti-immigration.

Conservatives like Marco Rubio are perfectly situated to begin to correct that problem, and the sooner, the better.