For the first time, there will be vehicle information kits available to consumers in the U.S. printed and electronically in Spanish.
Furious as this might unofficially make certain politicians whose policies ignore this, there are more than 50 million hispanic people documented in the U.S. Recognizing an opportunity, Chrysler is marketing to that demographic by catering to the group’s language needs.
“The Hispanic population accounts for more than 50 million people in the U.S.,” said Pietro Gorlier, President and CEO of Mopar, Chrysler Group LLC’s service, parts and customer-care brand. “We want to establish clear communication with our customers in their preferred language and enhance their overall experience with our vehicles, dealers and brands.”
The automaker will also ax its printed owners manuals in favor of information apps, signaling how prolific mobile technology is today, especially among new car buyers.