Detroit is gearing up to woo minority drivers

[Nambe]

Reuters News Service

DETROIT - Detroit's traditional Big Three automakers are targeting minority consumers more aggressively to boost sales and tap into the growing purchasing power of blacks, Hispanics and Asian Americans. ..

Minorities are expected to constitute 46 percent of the total U.S. population by 2045, according to the U.S. Census Bureau. In that same year, their purchasing power is seen reaching an annual $4.3 trillion, the Department of Commerce says. ..

To attract more black customers, the world's largest automaker recently launched a print advertising campaign dubbed One Reason, featuring its top black executives. Appearing in magazines read mainly by black consumers, the campaign stresses GM's commitment to diversity as one reason to buy its vehicles.

A campaign called Súbete, or Get In, for GM's Chevrolet brand is also under way to woo Spanish-speaking car buyers.

"Everybody is looking or scrambling for whatever market share they can get," Art Spinella, president of CNW Marketing Research, said of redoubled efforts to lure minority buyers. ..

Ride Don’t Drive * * It’s Global Cool