Chrysler Executive Responds To Hispanic Influence.

Major car manufacturers unveiled new models as the South Florida International Auto Show opened its 31st annual exhibition on Miami Beach. In a speech to reporters gathered at the event, DaimlerChrysler executive vice president James Schroer acknowledged the increasing impact of Hispanic/Latino buyers in America and the extent to which they influence design and marketing.

Schroer, the global sales and marketing executive at Chrysler in Auburn Hills, Mich., in a speech prepared for the annual press luncheon, characterized Miami as “an Alpha city, where many American trends begin. This is especially true for the growing Hispanic/Latino market.”

The Jeep Liberty and Dodge Ram pickup, both featured at the auto show, are embraced by Hispanics, said Schroer, who revealed that Chrysler for the first time is designing commercials especially for the Hispanic market.

In fact, Montemayor y Asociados has been
DaimlerChrysler’s Hispanic marketing agency-of-record since 1987, and for many years has produced original DaimlerChrysler commercials targeting the Hispanic market.

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