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Pontiac Revs Up Portfolio, Hispanic Ad Campaign


August 2006
 Filed under: PONTIAC Car News | PONTIAC Headlines

Sexy Styling, Performance Step to the Forefront in "Diseñado Para Seducir"

DETROIT (2006-08-23): Building on the momentum of is refreshed portfolio, Pontiac is moving into the 2007 model year with even more emphasis on sensuous styling and performance with new vehicles like the Solstice GXP and G5 sports coupe, and the next phase of its Hispanic advertising campaign. The new vehicles will join continuing hits like the G6 and Torrent, which have contributed to an increase in dealer traffic and sales in key Hispanic markets.
“The connection between hot cars and sensuality is universally known, and we wanted to have a little fun with the almost irresistible effect that Pontiac’s latest seductive styling has on people,” said Mark-Hans Richer, Pontiac Marketing Director. “The Solstice, the G6, the Torrent…all of our new vehicles are as much as about style as they are about performance and we think ‘Diseñado Para Seducir’ speaks to those passions.”

“Diseñado Para Seducir,” or “Designed for Seduction,” launched in June and features two all-new television created by Pontiac's national Hispanic agency of record, Accentmarketing:

* In “Grab”, the woman literally can’t keep her hands off the keys of the new Pontiac Solstice
* In “Traffic Stop”, the driver of a G6 Convertible gets more attention than he expected from the police

The ads feature the new single “Una Linea de Luz”, by progressive Mexican band Kinky off their new album, Reina, which will launch on September 5 th. The ads were directed by Albert Kodagolian and feature the acclaimed photography of Rodrigo Prieto.

The new ads should strengthen the already growing opinion of Pontiac within the Hispanic community. Key Hispanic markets like Miami, Los Angeles, and New York have all experienced double-digit percentage Pontiac sales growth since the beginning of the year.

The Solstice, G6 and Torrent led the sales growth in 2006 and all are gaining major enhancements in the 2007 model year, as well as being joined by the new G5 sports coupe:

Solstice: The sleek and seductive roadster turns up the power and performance with the addition of the Ecotec 2.0L direct injection turbo GXP model. Rated at 260 horsepower (194 kW) and 260 lb.-ft. of torque (353 Nm), the Solstice GXP’s engine produces 47 percent more power than the one equipped in the Solstice base model.

G6: Pontiac's midsized sedan and coupe add a new powerplant to its list of available features in 2007. GM’s highly regarded 3.6L V-6 with variable valve timing is standard on the top-of-the-line G6 GTP model. The state-of-the-art engine is mated to an advanced electronically controlled, six-speed automatic transmission.

Torrent: The compact SUV continues to expand the brand’s performance technologies with a host of safety, ride and convenience enhancements for 2007, including the StabiliTrak electronic stability control system, front and rear disc brakes, and tire pressure monitoring system.

G5: All new for 2007, this sport coupe offers performance in a compact design. The G5 is available in a base and GT model, and features Pontiac's signature twin-port grille, clean lines and standard rear spoiler. The G5 models, built on GM’s global small car platform, are powered by GM Powertrain’s Ecotec premium four-cylinder engines .

The Vibe and the Grand Prix also continue to enjoy strong sales, each setting retail sales records throughout the summer.

About Pontiac

Pontiac is a division of General Motors Corporation (NYSE: GM) and markets the G6 sedan, coupe and retractable hardtop convertible, Solstice roadster, Torrent SUV, Grand Prix, and Vibe. Late in 2006, Pontiac will introduce the turbocharged Solstice GXP roadster and G5 sports coupe. Pontiac sold more than 437,000 vehicles in 2005, ranking third among GM divisions in total sales.

About Accentmarketing

Established in 1993, Accentmarketing ( www.accentmarketing.com) is a full service Hispanic Integrated Marketing Communications agency with a staff of 132 throughout its offices in Miami, Detroit, Los Angeles, New York and Dallas. A member of The Interpublic Group of Companies, minority-owned Accentmarketing employs a diverse multinational and multicultural staff. The agency's client roster includes: American Heart Association, AC Delco, General Motors (GM Corporate, Buick, Cadillac, Chevrolet, GMC, HUMMER and Pontiac), Kaiser Permanente, Farmers Insurance, Pernod Ricard and United States Navy.


Source: Pontiac

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