New York, NY–(HISPANIC PR WIRE)–June 12, 2003–General Motors, the world’s largest automotive maker, is offering consumers in the continental United States an opportunity to learn about its vehicles through the 24-Hour Test Drive program, the first of its kind. The program invites consumers to spend an entire day and night with a GM vehicle of their choice from a designated demo vehicle pool at participating GM dealerships. Hispanic consumers are also being invited to participate through a fully integrated Spanish-language campaign.
The national Spanish-language advertising campaign, “Pruébame 24 horas,” plays on the concept of a consumer’s love affair with a new car. The commercial, which is running nationally on the main Spanish-language networks, includes various scenes of people taking GM vehicles home, and happily waking up to them in the morning, with the perception that they have decided to buy the vehicle.
“We at General Motors are very excited to bring this program to Hispanic consumers. Latinos are very demanding consumers; we like the best and we would like to try before we buy, making this initiative strongly relevant to our community,” commented Sonia Maria Green, Hispanic Marketing Director. “We’ve got great products to share, and we’re convinced that consumers who experience our cars will recognize the quality, style, and safety found in GM vehicles.”
All GM divisions are included in the program, including Hummer, Saturn and Saab. The only vehicles not included are those with limited production: HUMMER H1, Cadillac XRL, Chevy SSR and Corvette.
Information on the 24-Hour Test Drive program in Spanish is also available online by visiting www.gm.com/pruebame, or by calling 1-800-508-1050. The site allows consumers to learn about program guidelines, view eligible vehicles, find a list of participating dealerships and schedule a test drive. It also allows those who have participated in the test drive to provide feedback on their experience.
The ”Pruébame 24 horas” campaign is part of General Motors’ continued outreach to the Hispanic market through culturally-relevant communications. Most recently, the company created an institutional spot with Gary Cowger, President of GM North America, speaking in Spanish describing the company’s commitment to delivering high quality products, an auto industry first. According to industry research entity R.L. Polk, 67 percent of current GM vehicles came back to buy another vehicle in 2002, the highest loyalty rate in the industry.
ABOUT GENERAL MOTORS
General Motors Corp. (NYSE: GM), the world’s largest vehicle manufacturer, employs 349,000 people globally in its core automotive business and subsidiaries. Founded in 1908, GM has been the global automotive sales leader since 1931. GM today has manufacturing operations in 32 countries and its vehicles are sold in more than 190 countries. In 2002, GM sold more than 8.5 million cars and trucks, nearly 15 percent of the global vehicle market. GM’s global headquarters is at the GM Renaissance Center in Detroit. More information on GM and its products can be found on the company’s consumer website at http://www.gm.com.
General Motors and the Hispanic Community: General Motors is a dedicated supporter of the Hispanic community and its contribution to American culture and society. General Motors is committed to implementing programs that foster a long-term, culturally relevant and respectful relationship with the Hispanic community. Hispanics are an integral part of General Motors’ employee, supplier, dealer, community, and consumer families. GM’s participation in the Hispanic community includes ongoing support and encouragement of education, economic empowerment and business opportunities.
Andrea Clark, 313.665.3119
Melisa Tezanos, 313-665-9902
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Roberto Ramos, 212.633.0440 ext 11