News Column

Dodge, Pitbull Launch Millennials Campaign

July 12, 2013

Staff Reports --

Pitbull meets the new Dodge Dart (photo: PRNewsFoto/Chrysler Group LLC)

A new ad campaign for the 2013 Dodge Dart is targeting multicultural millennials with a Spanish/English ad campaign featuring Pitbull. The rapper composed original music for the commercials.

The commercials, "How to Change Cars Forever" and "How to Break Through and Succeed," are intended to reflect the Dodge brand's focus on multicultural millennials, according to a news release. Born between 1982-2000, millennials are considered a prime marketing demographic.

"If you want to know where future compact-car buyers are, just look at the audience at a Pitbull concert," Juan F. Torres, head of multicultural advertising at Chrysler Group LLC, said in a statement.

"Millennials are driving the compact segment growth, and Hispanics in particular over-index as compact car buyers," he added. "In two years nearly half of the segment's target demographic, and a majority of the population within 10 of the largest cities in the U.S., will be multicultural."

Related: Top 10 Vehicles Among
US-Hispanic Consumers

Compact cars make up the largest and most competitive U.S. automotive segment, "and millennials are a major driver of the segment growth," said Tim Kuniskis, president and CEO at Dodge Brand.

The Dart "is the perfect vehicle for the millennial consumer," he added.

A 60-second version of the "How to Change Cars Forever" spot will air July 18 during the "Premios Juventud" youth awards show on the Univision Network, featuring performances by popular Latin artists. The annual show reached more than 9 million viewers last year, according to a news release.

"Pitbull is a great fit for the Dodge Dart as both are hip, innovative and relevant to millennials, yet also have cross-over appeal," said Olivier Francois, chief marketing officer at Chrysler.

Some 90 percent of the 18- to 34-year-old population growth will come from multicultural segments during 2011-2015, with a sizable portion from Hispanics, according to the U.S. Census -- and 71 percent of Hispanics are under age 40.

The ad, in which Pitbull delivers his tagline, "ĄDale!" ("Let's do this!"), can be viewed here.


Check out the The Billion Dollar Club -- the HispanicBusiness 500 now lists five billion-dollar-plus companies on its index of the top-earning U.S. Hispanic enterprises.

For more coverage on the automotive industry, please see HispanicBusiness' Auto Channel

Source: (c) 2013. All rights reserved.

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