I just don't see him being that kind of transformative candidate, he's your generic right-wing republican that's an anti-gay, anti-abortion climate change denier that happens to have Cuban heritage.
If you look at this short report on 2012 -
http://www.pewhispanic.org/2012/11/07/latino-voters-in-the-2012-election/ - even if Rubio could get up to the high of the last 35 years that was Bush losing by a mere 18 points in '04 (and Rubio would need to increase the vote share from 2012 by over 50% to do that), they still face the rather large problem that the demographics themselves have changed considerably since that election, with the Hispanic vote having almost doubled in Nevada and Colorado, and increased from 32 to 37% in New Mexico (which Bush won by less than 1% in 2004). They'd need to be close to parity in vote share with the Democrats to run the board as they require, and I'm not sure Latino voters will vote based on racial loyalty alone whilst ignoring their historical animosity from the Republican party in order to do that. I'd be confident of them winning Florida and that's about it.