The George P. Bush bandwagon is rolling.

But which direction, and how fast?

The Fort Worth Republican, a son of former Florida Gov. Jeb Bush, stirred national interest Friday just by filing the paperwork to run for an office, probably Texas land commissioner.

"With his name and his Hispanic heritage, it's the perfect time for him to take a larger role," said Republican consultant Juan Hernandez of Fort Worth, back from doing election-night commentary on CNN en Español.

"A moreno [dark brown] Bush! What a wonderful combination."

Bush, 36, an investor and business consultant, is just beginning his first term in office. He's a school trustee in his first term on the Dallas-based Uplift charter system board, years away from any national role.

But Republicans want help after Mitt Romney won only 27 percent of Hispanic votes Tuesday.

Back when uncle George W. Bush led " Somos Tejanos" parades, he won 40 percent of Hispanic voters. If the party can't recapture the Bushes' sunny optimism about immigration and Hispanic culture, Republicans won't win.