Ford Develops Pickup for Latino Market
By George Anderson
Ford is bringing its F-150 limited edition Lobo pickup truck, made in Mexico, north of the border to sell in Texas.
The Lobo is, according to AdAge.com, “the first vehicle Ford developed exclusively for the Latino market.”
The auto manufacturer has signed a marketing deal with Pablo Montero, a singer and soap opera star, to promote the Lobo. Spanish-language television commercials with Mr. Montero
began airing this week.
The F-150 is already Ford’s most popular model with Latinos, according to the company. It will produce 1,500 of the limited edition Lobo models for sale in Texas.
Moderator’s Comment: Do you expect to see more international companies bringing products made in other countries here to sell to immigrant populations
from those places? Are you aware of companies other than Ford that are already doing this? What has been their level of success? –
George Anderson – Moderator