What are some examples of national or Southern California (Mexican
border and north, including Bakersfield) automotive marketing programs
designed to better target the Hispanic market for new vehicle sales? 
This could include training programs, special ad campaigns, sales
incentives, financing programs, etc.

Of particular interest would be activity by General Motors, Toyota,
Nissan, Honda and Chrysler/Dodge.

Hi! Thanks for the question.

Please take note that before providing a rating; please ask for
clarification if you will need further assistance in the answers I
have provided below.


Here are some examples of automakers targeting the Latino market. I
highly suggest that you read the links in their entirety so as to get
a better grasp of the concepts.


- ?One of the largest automakers in the world, DaimlerChrysler seeks
out minority suppliers, recruits Hispanic workers and devotes both
time and money to supporting the U.S. Hispanic population.? (Daimler
Chrysler)

- ?In 2004, the automaker partnered with the National Association of
Hispanic Publications to host the seminar ?What Matters Most on the
Pathway to College,? part of the White House Initiative on Educational
Excellence for Hispanic Americans.? (Daimler Chrysler)

- ?The company supports the Hispanic Association of Colleges and
Universities, Hispanic Scholarship Fund, League of United Latin
American Citizens and the Cuban American National Council.? (Ford)

-  ??Dueño de Su Sueño? is a four-year GMAC Mortgage information and
loan initiative that seeks to provide home loans to Hispanic buyers.?

- Toyota gave more than $325,000 to the National Council of La Raza
since 1995. Another $230,000 this time to the Mexican American Legal
Defense & Education Fund starting in 1989 was also provided by Toyota.
It also funded educational organizations such as the Hispanic
Scholarship Fund. National Society of Hispanic MBAs and the Hispanic
Business Association

?2005 Hispanic Magazine Corporate 100?
http://www.hispaniconline.com/buss&finn/corp100-2005.html 


- ?Take Volkswagen's new TV spot that's appropriately called "Ink,"
which launched this month. The fast-moving, rhythmically inviting
animation screen-stealer follows the midsize SUV Touareg as it
navigates across a white backdrop while a landscape ? street lanes,
water puddles, a tumbling boulder and tunnel ? forms with black ink as
the vehicle winds its way to its destination: the tagline, ?Agarra
Calle.??

- ?In early February, for example, Mitsubishi Motors North America
launched its first campaign targeting Hispanics, with a focus on
online, newspaper and radio promotions in the Miami market. Developed
by Grupo Gallegos of Long Beach, Calif??

- ?Last month GM launched two TV spots of "Solo GM," a
Spanish-language version of the new "Only GM" campaign created by
McCann-Erickson Detroit. The spots aired for the first time during the
17th annual Premio Lo Nuestro a la Musica Latina, a Latin music awards
show on Univision.?

- ?Volkswagen next month will launch agarracalle.com, a
Spanish-language site developed by C.O.D. Volkswagen also will run ads
on Latin music site Batanga.com.?

?Ideas in Motion? by Mariana Lemann
http://www.marketingymedios.com/marketingymedios/creative/article_display.jsp?vnu_content_id=1000828580

 
- ?For example, while DaimlerChrysler will highlight the same minivan
features, such as new seats that fold into the floor, in its English
language and Spanish ads, the one targeting Hispanics will show a
grandfatherly figure putting on a puppet show for youngsters at a
birthday party -- purportedly a traditional way that Hispanics
entertain children, said Roehm.?

- ?Toyota advertises its Camry to Hispanic buyers as a stylish car to
aspire to, Jett said. A recent Spanish language Camry ad in Latina
magazine said, ?The only thing that compares with the pleasure of
driving it is the pleasure of showing it off.?

?A Driving Force - Marketing Cars to the Hispanic Market?
http://havanajournal.com/hispanics_comments/A1404_0_24_0_M/


- ?Accentmarketing, produced an ad showcasing three decades worth of
customized Chevrolet Silverados before introducing the newest model.
The tagline "Sigue la Leyenda" (the legend continues) firmly placed
the car model within a longstanding tradition of Silverados modified
by Latinos and converted to lowriders.?

- ?Among Latin Americans, soccer may be the closest thing to a
universal truth, which explains why Honda is a charter sponsor of
Major League Soccer and a sponsor of the Chivas USA soccer team.?
(Honda)

?Automakers bet on young Latinos to drive future sales? by Luis Clemens
http://juantornoe.blogs.com/hispanictrending/2005/07/automakers_bet_.html  


- ?Best of all, Toyota offers free Latin music downloads on
www.matrixmusica.com, created to showcase its Matrix sport wagon to
Hispanics. In English and Spanish, the site lets users download
popular music in return for a name, e-mail address and time frame for
their next car purchase, Mr. Rogowski said.? (Visit:
http://www.matrixmusica.com)

?Hispanic marketing and large corporations? by Laurel Wentz  
http://havanajournal.com/hispanics_comments/A3069_0_24_0_M/ 


- Automakers like Honda, Daimler Chrysler, Ford, GM and Toyota are
providing minority partner programs with suppliers. These automakers
were considered by Hispanic Magazine as having the best vendor
programs for Latinos.

?Top 25 Vendor Programs for Latinos? by Fanny Olmo
http://www.hispaniconline.com/magazine/2004/june/Business/ 


- ?Automakers are likewise fine-tuning their Spanish-language sales
and customer-service sites.?

?The race is on to win America's Hispanic consumers? by Juan G. Tornoe
http://juantornoe.blogs.com/hispanictrending/2004/11/the_race_is_on_.html 


- ?Ford, trying to build trust in the Hispanic community, has
sponsored seminars in Florida to teach Spanish-speaking families how
to establish good credit needed to purchase a new car??

?Minorities key to carmakers' growth? by Joe Miller
http://www.detnews.com/2002/autosinsider/keepup/b04-383929.htm 


Search terms used:  
automakers carmakers marketing programs latinos hispanics

I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
                                                          
                              
Regards,                              
Easterangel-ga                              
Google Answers Researcher

---

Request for Answer Clarification by stephanie_baca-ga on 03 Nov 2005 08:21 PST

I am interested in marketing programs other than advertising (e.g.
employee training, field marketing, promotions, etc.).  Can you find
information on programs other than advertising?

---

Clarification of Answer by easterangel-ga on 03 Nov 2005 15:22 PST

Hi again stephanie!

I wasan't able to find something specific to employee training, field
marketing, promotions, etc. But I posted there something to the effect
the types of marketing you prefer.

Actually the first four examples are not about advertising or tv ad
spots but more community building which is what you need. It seems
other avenues haven't been explored yet since the automakers are just
now recognizing the value of the Hispanic market. In due time I
believe more marketing schemes will be available.

I'm gonna post it here again so you won't have to look for them within the answer. 

PROGRAMS FOR HISPANIC SUPPLIERS AND WORKERS:

- ?One of the largest automakers in the world, DaimlerChrysler seeks
out minority suppliers, recruits Hispanic workers and devotes both
time and money to supporting the U.S. Hispanic population.? (Daimler
Chrysler)


EDUCATION:

- ?In 2004, the automaker partnered with the National Association of
Hispanic Publications to host the seminar ?What Matters Most on the
Pathway to College,? part of the White House Initiative on Educational
Excellence for Hispanic Americans.? (Daimler Chrysler)

- ?The company supports the Hispanic Association of Colleges and
Universities, Hispanic Scholarship Fund, League of United Latin
American Citizens and the Cuban American National Council.? (Ford)


HOME FINANCING:

-  ??Dueño de Su Sueño? is a four-year GMAC Mortgage information and
loan initiative that seeks to provide home loans to Hispanic buyers.?

- Toyota gave more than $325,000 to the National Council of La Raza
since 1995. Another $230,000 this time to the Mexican American Legal
Defense & Education Fund starting in 1989 was also provided by Toyota.
It also funded educational organizations such as the Hispanic
Scholarship Fund. National Society of Hispanic MBAs and the Hispanic
Business Association

?2005 Hispanic Magazine Corporate 100?
http://www.hispaniconline.com/buss&finn/corp100-2005.html 


AUTO FINANCING:

?Ford, trying to build trust in the Hispanic community, has
sponsored seminars in Florida to teach Spanish-speaking families how
to establish good credit needed to purchase a new car??

?Minorities key to carmakers' growth? by Joe Miller
http://www.detnews.com/2002/autosinsider/keepup/b04-383929.htm 


I hope that this clarification clears up my answer. 

Thanks again!