12-06-2019  12:40 am   •   PDX Weather    •   SEA weather  
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NORTHWEST NEWS

Black Food Professionals See Opportunities to “Scale Up” in School Cafeterias and on Store Shelves

Two Portland women are addressing disparities in the local food scene with Ethiopian and Haitian flavors, ingredients

Portland Fire Chief Sara Boone Climbing Historic Ladders

In 1995, Boone was the first African American woman hired by Portland Fire & Rescue; this year she became its first African American Chief

Christmas Tree Shopping is Harder Than Ever, Thanks to Climate Change and Demographics

For Christmas tree farms to survive, shoppers will need to be more flexible

November Holiday Travel at PDX Brings More Comfort, Convenience and Furry Friends

If you’ve not been to Portland International Airport in a few months, you’re in for some surprises.

NEWS BRIEFS

Conservation Breakthrough for Endangered Butterfly

The Oregon Zoo's breeding success provides new hope in an effort to save Oregon silverspots ...

Meet 80 Local Authors at OHS 52nd Holiday Cheer Book Sale and Signing

This free Oregon Historical Society event will be held this Sunday, December 8 from 12 p.m. – 4 p.m. ...

Need for Blood Doesn’t Stop for Holidays – Donors Needed

Those who come to give through Dec. 18 will receive a Amazon.com Gift Card ...

North Carolina Court Decision Upholds Removal of Confederate Monument

Lawyers argued that the monument was installed at the end of Reconstruction to further the false “Lost Cause” narrative,...

Artist Talk with 13-year-old Local to be Held This Tuesday, Nov. 26

Hobbs Waters will be discussing his solo exhibit “Thirteen” at The Armory in Portland ...

Man who 'freaked out’ on plane, forced landing pleads guilty

PORTLAND, Ore. (AP) — A Washington man who ingested methamphetamine before getting on a plane in Seattle and had what a prosecutor called a "freak out'' on board pleaded guilty Thursday to interfering with crew members after the California-bound flight was forced to land in Portland.The...

Owners of Thai restaurant chain get prison for tax fraud

SEATTLE (AP) — A couple that used software to hide more than jumi million in revenue at the Thai restaurant chain they owned have each been sentenced to several months in prison and ordered to pay thousands of dollars in fines.The U.S. Attorney's Office in Seattle said Thursday that Chadillada...

Missouri fires football coach Barry Odom after 4 seasons

KANSAS CITY, Mo. (AP) — Missouri fired football coach Barry Odom on Saturday, ending the four-year stay of a respected former player who took over a program in disarray but could never get the Tigers over the hump in the brutal SEC.The Tigers finished 6-6 and 3-5 in the conference after...

Powell, Missouri snap 5-game skid with win over Arkansas

LITTLE ROCK, Ark. (AP) — In a game started by third- and fifth-string quarterbacks, the outcome was decided by one of their backups. It was appropriate enough for Arkansas and Missouri, two teams facing their longest losing streaks in decades.Fayetteville High School graduate Taylor Powell...

OPINION

Will You Answer the Call for Moral Revival?

In embracing and expanding the legacy of Dr. Martin Luther King, Jr., Revs. Barber and Theoharis have asked Presidential candidates to consider a debate that focuses exclusively on poverty ...

What I’m Thankful For This Season

Ray Curry gives thanks for a human right that shaped our country throughout the 20th century and that made Thanksgiving possible for so many Americans who, like him, didn’t get here by way of the Mayflower ...

Congressional Black Caucus Members Visit U.S.-Mexico Border: “Mistreatment of Black Immigrants is Another ‘Stain on America’”

Members said they witnessed first-hand the deplorable treatment and plight of Black immigrants ...

Portland, I'm Ready

Last month I had the privilege to stand with hundreds of supporters and announce my intention to run for re-election ...

AFRICAN AMERICANS IN THE NEWS

Kansas judge accused of bigotry, profanities in courthouse

WICHITA, Kan. (AP) — A foul-mouthed Kansas judge accused of bigotry and racism who cursed at courthouse employees so often that a trial clerk kept a “swear journal” documenting his obscene outbursts is facing complaints that his conduct violates the central judicial canons of...

Buttigieg backs black leaders after Indiana event disrupted

HENNIKER, N.H. (AP) — Democratic presidential candidate Pete Buttigieg is applauding African American leaders in his home city for “speaking their truth” after a protester disrupted an event held to demonstrate black support for the mayor in South Bend, Indiana.African American...

Panel calls for Virginia to purge dozens of old racist laws

RICHMOND, Va. (AP) — The laws are still on the books in Virginia: Blacks and whites must sit in separate rail cars. They cannot use the same playgrounds, schools or mental hospitals. They can’t marry each other either.The measures have not been enforced for decades, but they remain in...

ENTERTAINMENT

Timberlake apologizes to wife for ‘strong lapse in judgment’

NEW YORK (AP) — Justin Timberlake has publicly apologized to his actress-wife Jessica Biel days after he was seen holding hands with the co-star of his upcoming movie.The pop star and actor wrote Wednesday on Instagram that he prefers to “stay away from gossip as much as I can, but...

Veteran producer of 'WarGames,' 'Blue Bloods," dies at 85

LOS ANGELES (AP) — Leonard Goldberg, a network and studio executive and producer whose TV credits ranged from “Starsky and Hutch” in the 1970s to the current drama series “Blue Bloods” and whose independent movies included “WarGames” and...

'Once Upon a Time,' 'Portrait' top AP's 2019 best films list

Associated Press Film Writers Lindsey Bahr and Jake Coyle name their choices for the best films of 2019.LINDSEY BAHR1. “Once Upon a Time...in Hollywood": Quentin Tarantino’s movie business fairy tale, featuring all-time performances from two of our great living movie stars, and the...

U.S. & WORLD NEWS

Mitchell Trubisky helps Bears beat Cowboys 31-24

CHICAGO (AP) — Mitchell Trubisky and the Chicago Bears appear to be hitting their stride, even if it might...

R. Kelly charged with paying bribe before marrying Aaliyah

NEW YORK (AP) — Federal prosecutors are accusing singer R. Kelly of scheming with others to pay for a fake...

Chase with stolen UPS truck ends with shootout, 4 dead

MIRAMAR, Fla. (AP) — Four people, including a UPS driver, were killed Thursday after robbers stole the...

Greta Thunberg reaches Madrid for climate activists' march

MADRID (AP) — Climate activist Greta Thunberg has arrived by train in Madrid, where a global U.N.-sponsored...

Independence not on ballot, but on voters’ minds in Scotland

ST. ANDREWS, Scotland (AP) — Ask voters in this picturesque university town in eastern Scotland how...

Young and old march in unity, fear at French pension change

PARIS (AP) — Anger, solidarity, tear gas and frozen noses.That pretty well sums up the atmosphere inside...

McMenamins
Peter Valdes-Dapena CNN Money

NEW YORK (CNNMoney) -- For any automaker selling cars in America, Latinos are the future. They're the fastest growing ethnic group and, already, they buy one of every four cars sold here.

But, for now, this market is dominated by the Japanese.

Toyota holds the top spot with almost 18% of the Hispanic car market. Honda and Nissan rank second and third, according to data from the auto market research firm Polk. Meanwhile, the domestics are getting trounced. The top-ranked domestic brand, General Motors' Chevrolet, ranks fourth with about half the market share of Toyota.

Toyota credits a long history of marketing directly to Hispanic consumers for its success.

"I think the Hispanic consumer has been a longtime loyal consumer because we have been a longtime loyal listener," said Toyota Spokesman Luis Rosero. Toyota has long marketed to Hispanic Americans in both English and Spanish and has, for over 20 years, made a point of donating money to non-profit groups that work with Hispanics and African Americans, Rosero said.

The problem for Chevy, according to Rich Martinek who heads advertising for Chevrolet, has been less its ads than its cars.

Small cars, in particular, do well among Hispanic consumers. Asian automakers like Toyota, Honda and Nissan, have long been known for making good, inexpensive small cars. In fact, the two top-selling cars among Hispanics are the Toyota Corolla and Honda Civic, according to Polk.

Up until recently, Chevrolet dealers had been selling cars that just couldn't compete, like Cobalts and Aveos, Martinek's said.

Those cars have now been replaced by the Chevrolet Cruze and Sonic. "These are really strong, competitive products," Martinek said of Chevy's new models.

Unlike the previous options, they have earned recommendations from Consumer Reports, which is generally regarded as the most influential magazine among car shoppers.

On another hopeful note, Hispanics actually like Chevrolet more than most Americans, Said Martinek. While about 29% of Americans overall think of Chevrolet cars as "excellent," more than 39% of Hispanics do, according to Chevrolet's own market research.

Still, Chevrolet's market share among Hispanics has not made much headway in recent years, according to Polk data.

Chevrolet says it's working hard to attract more Hispanic buyers.

But targeting a specific demographic can be a tightrope walk. While automakers strive to create culturally appropriate ads in English and Spanish for the Hispanic market, they have to make sure the ads still carry a consistent brand promise. Car buyers shouldn't see Chevrolet as standing for one thing in Spanish and another in English.

"Your brand is your brand," said Chiqui Cartagena, vice president of corporate marketing for the Spanish language TV network Univision and author of the book Latino Boom II.

Still, the brand should be culturally relevant, she said. The Hispanic market is different in ways that go beyond language, said Cartagena. Passions and emotional touch points are different and marketing has to reflect that.

Hispanics view the car shopping process differently, said Cartagena. First of all, it's viewed as something enjoyable, not as a dreaded but unavoidable descent into a world of contentiousness and deceit.

Second, it's not seen as an experience to be enjoyed by one person alone, she said.

"These auto buying experiences are more of a family experience," agreed Marc Bland, head of diversity and inclusion at Polk.

When it comes time for the new car to be delivered to the customer, often a whole family, including multiple generations, will be on hand at the dealership to see the keys getting handed over, he said.

Martinek is confident that Chevrolet will do better in the Hispanic market.

For one thing, the Chevrolet Silverado pickup, already the brand's top-selling product with Latinos, is about soon to be released in an all-new redesigned version.

"Between the small cars and the Silverado," he said, "we definitely have to grow."

Toyota isn't about to loosen its grip, though, said Rosero. This market has become too important to Toyota.

"It's had a measurable impact," he said, "and there's a bigger one down the road."

 

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