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Ford Division Launches Comprehensive Hispanic Website

6 November 1998

Ford Division Launches Comprehensive Hispanic Website For U.S. Market: www.fordespiritu.com 
    MIAMI, Nov. 6 -- Ford Division has a new vehicle for reaching
the U.S. Hispanic market, estimated at more than 28 million people.  It
doesn't have wheels, but it can help you order them -- if you read Spanish.
    Today at the South Florida International Auto Show, Ford Division
officially launched its new Spanish-language web site at http://www.fordespiritu.com.
The site is tailored to the U.S. Hispanic market and includes information on
Ford's full line of vehicles, along with the company's community initiatives
targeted to Hispanics.  All of the information is communicated in Spanish
only.
    "We're very excited about this new web site," explained Jan Klug, Ford
Division marketing communications manager.  "As far as we can tell, no other
auto maker has such a comprehensive site.  Ours is loaded with relevant
inforination about our products and community programs of importance to
Hispanic consumers.  Our goal was to make it informative, educational, fun and
easy to navigate.  We think we've accomplished these goals with
http://www.fordespiritu.com.  It's a great way to reach out to the Hispanic community
in their own language."
    The web site includes information on every Ford car and truck including
interior and exterior features, powertrains and colors available.  Next month,
visitors to the site also will be able to order a product catalog on-line
featuring Ford Division's full range of cars and trucks.  The catalog and
accompanying correspondence will be written entirely in Spanish. In addition,
the web site will offer a toll-free phone number staffed by Spanish speaking
operators.  Another link on the site provides information on the Division's
educational initiatives aimed at Hispanics.  Highlighted are the national
"Spirit of Accomplishment" awards and the "Salute to Education" scholarship
program in Florida, California and Texas.
    Visitors to the site can also click to interactive links highlighting
events sponsored by Ford and targeted to Hispanic audiences.  These include a
schedule of the traveling folk art exhibit, Alma del Pueblo, information on
the Tejano Music Awards, Mariachi Vargas and much more.
    "Today there are about 58 million adult online users in the U.S. and close
to 2 million are Hispanic," Klug said.  "We anticipate tremendous growth of
these users in the next couple of years and we intend to be a leader when it
comes to serving their needs."
    Klug continued, "According to our research, today about 11 percent of the
total U.S. population is Hispanic and this segment is expected to become the
largest minority within the next 10 years.  As the population grows, so is its
purchasing power. Today Hispanic Americans account for about $19 billion in
automotive sales.  When they shop for a vehicle, we want them to turn to
Ford."