GM Goodwrench Announces New Hispanic Advertising Campaign

Detroit, Mich. - GM Goodwrench is launching a new Hispanic TV and radio advertising campaign with the theme "People Love Cars" (Todos Amamos Nuestros Carros) using the tagline "Mr. Goodwrench is my 'mecánico de confianza' (trusted mechanic)." Chicago-based Lápiz, a Hispanic marketing communications agency, developed the advertising campaign that will air in four key Hispanic markets throughout the country. The campaign consists of two television commercials and two radio spots, and focuses on the affinity that many Hispanic consumers have for their vehicles.

"Market research shows that Hispanics take great pride in owning a vehicle", said Geraldine Ford-Brown, director - GM SPO Diversity Marketing. "It is important for us to make them aware that GM Goodwrench technicians take just as much pride in servicing their GM vehicles as they do in owning them."

Additionally, the campaign introduces Hispanic consumers to Mr. Goodwrench - the personification of the GM Goodwrench brand.

"GM realizes that Hispanic consumers are an important part of the communities we serve, and we are committed to making these valuable customers feel comfortable with our GM Goodwrench dealers," said Ford-Brown.

The targeted cities for the campaign include Orlando, Phoenix, Sacramento and San Antonio. These locations were chosen because of the dealers' recognition of the importance of the Hispanic community and the dealers' marketing efforts within the community. "We're working hard to have our message communicated in the language recognized by a growing segment of our community," said Ford-Brown.

"When you talk to people in their native language," explained Ford-Brown, "You're showing them that you really do care about communicating with them, and they're much more responsive to your message."

One of the new television commercials highlights the expertise of Mr. Goodwrench and embraces the importance Hispanics place on their vehicle. It concludes by reinforcing GM Goodwrench dealerships as the place to find their "mecanico de confianza" (trusted mechanic).

The campaign demonstrates pride of ownership and the affinity that Hispanics have for their vehicles. In one commercial, the story leads the viewer down a familiar path then surprises the audience with a fun twist on the familiar scenario. What could be described as two men admiring their newborns is really an exchange of appreciation for one man's new Grand AM. All television and radio spots will be broadcast in Spanish.

According to various industry studies, with over 38 million people in the United States, Hispanics are the nation's largest minority group in the country and are estimated to have a combined annual purchasing power of $653 billion.

GM Goodwrench is the service brand for GM vehicles. With more than 7,000 dealerships, the GM Goodwrench network is one of the largest automotive service chains in the industry. GM provides GM Goodwrench technicians with the opportunity to receive specialized training on GM cars and trucks. Genuine GM replacement parts are manufactured to the exact specifications of the GM vehicle. For more information, visit the GM Goodwrench web site at www.goodwrench.com.

General Motors , the world's largest vehicle manufacturer, designs, builds, and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. More information on GM can be found at www.gm.com.