GM Launches Spanish Ad Featuring GM North America President Gary Cowger.

General Motors unveiled the first commercial ever created specifically for the Hispanic market that features the president of a major U.S. automotive company speaking in Spanish. The ad, featuring Gary Cowger, president of GM North America, was shown today at the New York International Auto Show during a special press conference held for Hispanic Media. In the spot, Mr. Cowger focuses on the wide array of GM products and services that address Hispanic lifestyle needs. Mr. Cowger describes the “new GM,” as a company at the forefront of technology and design that is committed to delivering “gotta have” products.

“General Motors has recognized that as our consumers become increasingly diverse, we must continue to reflect that diversity in our advertising as well as in our product offerings,” said Sonia Maria Green, General Motors Director of Hispanic Marketing. “My team has been charged with fostering a long-term relationship with the Hispanic consumer and Gary Cowger’s effort is a milestone in this respect. Gary is strong advocate for diversity, and is personally committed to our market, having spent time in Mexico as President of GM de México,” she concluded.

The spot, created by Coral Gables-based Hispanic advertising agency AccentMarketing, will be aired nationally during a four-week period beginning in May of 2003. General Motors has secured media time on key Hispanic networks including Univisión and Telemundo.

The Gary Cowger spot is part of a concerted, integrated marketing effort to speak in a culturally relevant fashion to the Hispanic market and is the most recent initiative to come out of the General Motors Center of Expertise on Diversity and Growth markets. The mission of this center is to provide diverse consumers with the most relevant communications including advertising, public relations, event marketing and promotions. All of these campaigns are “in language” and fully adapted to resonate with the target diverse audience.