Ford Bets on Black

Automaker is hoping to capitalize on African American spending

of the Hispanic Association on Corporate Responsibility, agrees. Cabral, whose organization tracks diversity inside companies such as Ford, General Motors, and DaimlerChrysler, says the number of minority-owned dealerships a brand has is a measure of particular concern. Serving on Premier’s diversity council, she says, gives members of the black and Hispanic communities voices that have the ears of auto executives who can facilitate the growth of those dealerships.

“We’re concerned that individuals have an opportunity because it’s certainly a lucrative one,” says Cabral. With an increasing number of affluent African Americans in the U.S., it just makes good business sense.

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