Regarding "Toyota attracts more Hispanic customers" (May 24), General Motors is pleased that R.L. Polk & Co. found that Chevrolet ranks among the most popular with Hispanic-American consumers, but we feel there is more to the story.
GM offers the broadest portfolio of cars and trucks in the industry through the various brands. We also are strongly committed to being the manufacturer of choice for Hispanic consumers throughout the United States.
Our efforts are paying off. In 2003, GM was the No. 1 maker among Hispanic consumers nationwide, according to R.L. Polk registration data, and we saw an increase of 1 percentage point in national Hispanic market share.
We intend to extend this leadership by offering consumers gotta-have cars and trucks and by working with our dealers to provide a great customer experience in buying and maintaining vehicles. Hispanic consumers ranked GM among the top three automakers in the 2003 J.D. Power and Associates Customer Satisfaction Study.
We are also working hard to maintain our sales leadership with Hispanic consumers through efforts such as Adelante, General Motors Acceptance Corp.'s pre-approval finance program for Hispanic consumers in Los Angeles; increased levels of Spanish-language advertising and marketing materials; dealer diversity training; public policy sponsorships, and sponsorship of the El Premio de la Gente (Latin music fan awards) program.
Latinos are a major source of innovation, economic development and culture in our country and an important part of GM's family of customers. We are dedicated to providing them the best products and services and to communicating with them in a culturally relevant way.