| Automotive Expenditures by Hispanics (in Billions) Figures do not include gasoline, motor oil, parking, tolls or auto rentals. |
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| Year | New Purchases | Used Purchases | Repairs | Total | Share of Market |
| 2000 | $10.22 | $19.58 | $5.06 | $34.86 | 7.97% |
| 2001 | $13.78 | $18.05 | $5.28 | $37.41 | 8.13% |
| 2002 | $10.88 | $18.76 | $4.86 | $34.5 | 7.40% |
| Source: Estimates by HispanTelligence® based on Bureau of Labor Statistics Consumer Expenditure Survey, 2002 | |||||
And there are few signs that the pace is going to slack off any time soon. Quite the contrary: General Motors promises to launch a massive product assault over the next three years to support the revival of brands such as Saturn, Pontiac, and Buick. Ford is rolling out three separate models just to replace its aging Taurus sedan. And Hyundai is intent on shifting from a niche to mainstream player, a move backed by a wave of cars, trucks, and crossovers.
So Mr. Cowger, like many auto-industry executives these days, is pushing his marketing team to find "non-traditional" ways to reach buyers that the industry has either missed or outright ignored. GM has launched a variety of efforts to connect with the Hispanic community, including ads featuring Mr. Cowger, a Spanish speaker who once headed GM operations in Mexico. (Story Continues Below)
| Top 10 Brands Among Hispanic Buyers -- 2004 | ||
| Make | 1st Quarter 2004 | Share of Hispanic Market |
| 1. Toyota | 37,353 | 15.5% |
| 2. Ford | 36,989 | 15.4% |
| 3. Chevrolet | 31,550 | 13.1% |
| 4. Honda | 22,077 | 9.2% |
| 5. Nissan | 21,890 | 9.1% |
| 6. Dodge | 15,458 | 6.4% |
| 7. GMC | 8,992 | 3.7% |
| 8. Hyundai | 5,623 | 2.3% |
| 9. Jeep | 5,380 | 2.2% |
| 10. Mazda | 4,643 | 1.9% |
| Source: R.L. Polk & Co. Based on total new vehicle registrations. | ||
Just before the Athens Olympics, the automaker's Chevrolet division launched an ad campaign dubbed "Súbete," or "come aboard." And Chevy remains the automotive sponsor for the popular Hispanic music awards, El Premio De La Gente. Chevy is even sponsoring appearances by nominees at showrooms in Hispanic communities. And the Pontiac division has signed an endorsement deal with Hispanic race driver Milka Duno to promote the launch of its new G6, a car it considers critical in the brand's revival.
