This is a reprint from Automotive News..........
Honda's huge marketing launch for the redesigned 2013 Accord will include
pitches aimed at Hispanic and black consumers."We're trying to connect in a cultural context," said Gina Jorge, Honda
assistant manager of multicultural marketing.
It's a big responsibility for Honda. The Civic and Accord are traditionally
among the three best-selling vehicles among Hispanic, black and Asian buyers.
The mass-market Accord commercial describes the trials and tribulations of
people's daily lives. But the Hispanic version carries a message of striving to
succeed in America.
The cinematography and feel complement the mainstream Accord commercials. The
Hispanic spot shows two successful men -- one mature, one early in his career --
starting the day and going to work. They drive Accords and eventually arrive at
the same workplace -- a father-and-son architectural firm.
