When Fred Diaz joined Nissan in April 2013 to lead the company’s day-to-day operations in the U.S., he was pleased by the robust figures that spelled out how much the automaker was slated to spend on ads aimed at Hispanics.
“There was no need for me to do any arm-twisting or insisting that we needed to do more,” says Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.
- Hispanic Women’s Corporation denies Arpaio booth at convention (azfamily.com)
- Do Hispanics Care About Hispanic Heritage Month? (hispanicbusiness.com)
- Cars, a fierce competition for the Latino market (voxxi.com)
- Hispanics Will be Largest Group in California by 2014 (hispanicbusiness.com)