Ford Motor Co. is targeting the Latino market in Texas with a special-edition pickup truck.
The automaker has tapped Latino singer and actor Pablo Montero to appear with the bright red F-150 Lobo in Spanish-language TV ads that broke this week. The truck has unique Lobo badging on the taillights and unique wheels and floor mats.
“The F-150 is the best selling truck in the Hispanic market, and a lot of Mexicans in Texas are familiar with the Ford Lobo (which is not an F-150), which has been available for years in Mexico,” said Ford Marketing Manager Alvaro Cabal. “By looking at what we learned about F-150 sales in different markets, we wanted to take advantage.”
The timing of the TV campaign is linked to Cinco de Mayo celebrations and concerts, and Ford plans to showcase the F-150 Lobo at those events, Cabal said.
Cabal said Ford’s hope is that Mexican truck buyers in Texas will see the F-150 Lobo as a status symbol.
“A lot of Mexicans come to Texas looking for a better life, and they want to use brands that they are familiar with,” Cabal said. “We’re crossing the border with this brand.”
The vehicle will be available exclusively at Texas dealerships during the month of May, with the success of the launch determining product growth. Based on Ford’s research, other possible target markets for the F-150 Lobo include California, Arizona and New Mexico, where large Latino populations exist.
“We haven’t contemplated expanding the program yet, but it is something we are open to,” Cabal said.
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