The Lopez Family Loves Their New Jetta

By Dr. Common Sense

While most American's closed their wallets and put away (or diced up) their credit cards one demographic bucked that trend.

In January The Latinum Network released a consumer study, conducted at the request of the Department of Labor, that showed spending by the Hispanic population had gone up 6.4%. Not only are Hispanics spending more, they are also multiplying faster as well. From 2007-2008 the Hispanic population grew at a rate of 3.2% making them the fastest growing demographic in the United States. In 2008 the Census estimates that over 15% of the population, or roughly 45 million people, are of Hispanic or Latino origin.

Now how does this relate back to the German automotive giant you ask? Volkswagen has set a high (some say unachievable) goal of selling 1 million units in the U.S. by 2018. To help them reach this goal they moved production capacity to North America and have repositioned (cheapened) the Jetta as a volume unit to compete with the likes of the Honda Civic.

One area of the U.S. market many automotive manufactures have been slow to capitalize on is the Hispanic one. The data above paints a picture of not only a fast growing demographic, but one who is trending away from thrift and embracing the American consumer mentality.

A recent opportunity posted on Volkswagen's career website indicates the German automaker may be laying the ground work to win over the hearts and minds of the Hispanic-American consumer. The position located at their rear-detachment in Michigan, is for a Product Communications Specialist who will be tasked with developing a Public Relations plan in line with their US Strategy. Whats interesting is that the description also says the person will "leverage minority publications" and be fluent in Spanish.

As a Hispanic-American and an automotive nerd I'm sure I've fantasized this into a strategic plot of grand proportion. I mean really - its only one position. It isn't like VW has Enrique Iglesias or George Lopez promoting the new Jetta (yet). I doubt celebrity personalities such as Howie Long or Mike Rowe appeal to the minority market base. Then again Dirty Jobs could be a hit on Univision.

This may only be a small step towards capturing the Hispanic market, but its a step nonetheless. I imagine others in the industry are doing just the same.


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Daddy's Caddy (Commercial Idea)

By Dr. Common Sense

A slightly graying middle aged man sits on the edge of his bed. He nervously glances at the clock, tapping his foot, wringing his hands as if pending a monumental decision.


Occasionally he looks to the door across from him [pan to door - light coming from beneath - back to man] He continues to look nervously between the clock and door.


[Camera move to door]: The light from underneath reveals the shadow of a person pacing back and forth behind the door. The door opens slowly and a woman emerges. She is staring blankly with her head slightly down showing a look of disbelief on her face. The man rises from his seated position on the edge of the bed; eyebrows raised, eyes open wide with look of anticipation overcoming him. The woman raises her head, eyes beginning to water and a large smile draws across her face. She slowly nods up and down at him.


They embrace.


[Camera zooms in on the man’s face] He grins joyfully, but his eyes tell a different story. His mind seems hard at work processing the reality of it all. He stares off into the distance as if recalling a memory...


[Flash to new scene] - Collection of clips play of the man and woman spiritedly carving through a canyon in a Chevrolet Corvette Z06.


[Flash back to bedroom] The woman pulls away a bit noticing his mixed emotions. She slowly reaches into the nightstand and pulls out what appears to be a magazine. Laying it on his chest between them, she leans up to his ear and whispers “Already ahead of you sweetheart”.


He slowly lowers the book from his chest [camera pans over the shoulder] and reveals an information pamphlet for the Cadillac CTS-V.


[Flash to scenes of CTS-V accelerating]


"Kids never looked so good".

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