"The future of the state of Texas is Hispanic," Bush told The Dallas Morning News last year. "If we don't change with the demographic profile of the state, we run the risk of losing future elections."
If Bush can establish himself as the face of a new, Hispanic-friendly GOP, he might be able to build a formidable political identity in Texas and beyond, Buchanan said.
The Bush name is less toxic in the Lone Star State than in many other parts of the country, and is likely to carry less negative connotations with time, he said.
"In terms of how Bush's name works in Texas, [it works] pretty well, but not as good as it will be after the passage of a little more time," Buchanan said.
By all indications, Bush isn't in a rush. But some Hispanic Republicans can hardly contain their excitement.
"Nothing surprises me about George P. Bush or his wonderful family," RNHA Chairman Alci Maldonado said. "George P. Bush is a patriot, a great young American and a role model for all Americans."