Connecting with Hispanic Drivers

The top-selling brand in Latin America, GM is stepping up its efforts to woo the Hispanic market in the U.S.

A former General Motors executive once said that when domestic car brands are in trouble, it's because their buyers are too old, too white, and too Midwestern. That saying holds true for a few of GM's (GM ) brands, which is why the auto maker, under the direction of GM-North America President Gary L. Cowger, is targeting the Hispanic market (see BW, 3/15/04, "Hispanic Nation").

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