Latinas/os, the largest and fastest growing minority ethnic group in the United States (impels research that focuses on the education of Latinas/os and the need to reduce the achievement gap that persists between Latinas/os and other groups. Such research has gained in popularity; however, it is still very limited. I use my teaching experience with Latina/o students to highlight the need to motivate Latina/o students in Algebra I, a gatekeeper course for many minority students. In addition, also included are several factors affecting Latina/o students' motivation to learn. The call is urgent and researchers and teachers must pay close attention to the mathematics education of Latina/o students and to the positive consequence on the social and economic welfare of America.