GM Kicks Off 2003 With Aggressive Hispanic Launch.

General Motors welcomed the New Year with a series of new product announcements at the Los Angeles and the North American International Auto Show in Detroit, respectively. Among the new products introduced at the auto shows were the Pontiac GTO and Grand Prix, the 2004 Chevy Malibu, Colorado and Equinox, and the 2004 Cadillac SRX. The company expressed its continued commitment to the Hispanic market in a series of gatherings with Hispanic media.

“General Motors is deeply committed to the Hispanic market. We want to become the company of choice for Hispanics for all our products and services. In order to achieve this we are committed to product excellence,” commented Gary Cowger, President of General Motors North America.

“We are very excited about our new product releases across our families of brands, and we are sure that the Hispanic market will respond favorably to these cars built with quality and reliability in mind” added Mr. Cowger.

General Motors’ Hispanic strategy is part of the firm’s overall diversity strategy led by Mr. Cowger to speak more effectively to diversity and growth markets, including Hispanics, African Americans, Asian Americans, women and youth. To this end, the company has created the GM Center of Expertise on Diversity, led by Miriam Muléy. Its focus is to integrate and focus diversity and growth efforts throughout the company, and to deliver the products and services that resonate
with these audiences.

“We’re leveraging our powerful product family to speak to our demanding Hispanic consumers, and we are doing so in a way that is culturally relevant,” commented Sonia Maria Green, Director of U.S. Hispanic marketing for General Motors. “The company is increasing spending in multiple areas to best seize this important market opportunity, and to communicate to this market our strong value proposition in products and services,” she added.