Ally Financial Inc. is kicking off an ad campaign featuring minority dealers this month in business-to-business publications as well as consumer print and online publications aimed at minorities.
Initially, the print and online video campaign will appear in trade publications and Web sites frequented by dealers and others in auto-related businesses, including Automotive News and F&I and Showroom.
Ally also plans to place the ads in nonautomotive business and community publications that focus on diversity, said Andrea Riley, Ally chief marketing officer for global automotive services. She said the list of publications is not final.
"It makes the dealer the focal point. They tell us what they are most proud of," Riley said last month during an interview at the National Association of Minority Automobile Dealers annual conference in Miami Beach, Fla.
"We work with many minority dealers and thought it was a great time to focus on their success stories. Ally wants to recognize them as local business leaders and shine a light on the important role they play in making their communities better. We're proud to hold them up as heroes in the communities they serve," she said.
The first ad features Bill Perkins, president of Merollis Chevrolet and Taylor Chevrolet in suburban Detroit, who is African-American, and Josefina Hooker, dealer principal of Freedom Buick-GMC in Odessa, Texas, who is Cuban-American.
The series of five ads will run through year end. The ads also will be featured on Allydealerheros.com, Ally's social media site.
Riley said Ally is also translating contracts and point of purchase materials and brochures into Spanish.
Ally is the former GMAC Financial Services Inc., which was General Motors' captive finance company.