By on September 14, 2012

News that Chrysler will be offering their brochures in Spanish as well as English piqued my curiosity. In Canada, auto makers have English and French brochures due to our official language policy. But is the practice of offering brochures in Spanish a common one in America?

I’d assume that doing so might be a way to reach out to a significant demographic, but since it’s not an official language like French is up here, it’s a different story.

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34 Comments on “Ahora, Chrysler Folletos Impreso En Español...”

  • avatar

    The USA is one of the world’s largest Spanish speaking countries. Sadly we don’t take more advantage of it, instead many complain about it. Many of these same backward thinkers then complain about lack of opportunity.

  • avatar

    The official language is English. It should remain that.

    Companies can do what they want to make sales.

    • 0 avatar


      If I go to France, I expect to need to know how to speak French. The idea of finding a French person who speaks English is an added bonus, but I’m in *their* country and expect that I’ll need to communicate with *their* language. If I don’t *want* to speak French then perhaps I should visit another place, instead.

    • 0 avatar

      “The official language is English.”

      The United States has no official language.

      Canada has two. Like us, they’d probably be better off if they didn’t have any official language at all. Official languages do more to facilitate pissing contests than they do to foster actual useful communication.

    • 0 avatar

      There is no official language of the USA last I checked….

      “The United States does not have a national official language; nevertheless, English (specifically American English) is the primary language used for legislation, regulations, executive orders, treaties, federal court rulings, and all other official pronouncements; although there are laws requiring documents such as ballots to be printed in multiple languages when there are large numbers of non-English speakers in an area.”

    • 0 avatar

      I think the us should make Spanish a second official language and make kids learn it in school.

      • 0 avatar

        It’s tough to learn a second language if it’s only used in the classroom setting. Even then, proper Spanish is similar to, but not the ‘Spanglish’ that’s really in use across the U.S.

        I don’t have an easy solution to properly or efficiently teach all three, but I learned Spanglish first, English second and I’m still working on Spanish.

      • 0 avatar

        New Mexico sort of has Spanish as an official language. I know they used to require legal documents to be written up in both English and Spanish. I don’t know if they still require this.

  • avatar

    I am sure the 2013 RAM brochure will mention how the payload capacity and bed size means the RAM can haul more illegal Mexicans in a truck than any other brand.

  • avatar

    Strange that this is news. Did Chrysler stop printing Spanish-language brochures? I have a Spanish-language ’78 Omni brochure I picked up at Dick Greenfield Dodge in Trenton, NJ.

  • avatar


    I used to sell collectible auto show stuff like press kits, swag and sales brochures (yes, Virginia, there are indeed people who collect Kia sales brochures, go figure). At the Chicago Auto Show, Chevy’s had Spanish versions of both their car and truck brochures for at least a decade. Chicago has a large Latino population.

    • 0 avatar

      Having lived in Miami (among the most truly bilingual English/Spanish cities here in the U.S.) for decades, and having attended the local auto show for just about that long, it varies year-to-year which carmaker is likeliest to bring Spanish-language brochures to the show. Over the years, I’ve seen Honda, Toyota, Buick, Hyundai, Dodge, Chevrolet and Mitsubishi Spanish-language full-line auto show brochures, off the top of my head.

  • avatar

    Chrysler de Mexico publishes a full line of brochures appropriate for their market. Are they using some of these, or are they doing Spanish translations of the current American market brochures?

    • 0 avatar

      I’d think that due to 1) different equipment fittings, different product safety standards and 2) differences in lexicon/terminology, Chrysler would have to tailor any Spanish languagedocumentation specifically for North America.

    • 0 avatar

      The brochures meant for the Mexican market would be in metric, and it’s likely that warranty stuff and all the other fine print is different. The powertrains could be different too, as well as the type of people they cater to. So the ones here should be translations of the English-language American market brochures.

  • avatar
    el scotto

    FWIW English is the official language for the US Military; orders, tasking, and paperwork are all in English. Are Spanish, Tagalog, Vietnamese, Arabic, and other languages spoken on base/at sea? Of course, now save me some lumpia.

    • 0 avatar

      The Spanish sentence structure is the same for asking a question and giving an order. It just depends on where you put the accents. In person, it can lead to misunderstandings. Over the crackle of a radio, it can lead to disaster.

      The question (translated),”You’re landing on runway one?” and the order “You’re landing on runway one!” are too easily confused.

      Also, it takes more Spanish words to say or explain the same thing in English..

      • 0 avatar

        We take full advantage of it; sentences that would be mocked as run-ons in English are standard fare in Spanish.

        But sometimes it goes the other way. “I’m coming” is just “Voy”, and “I will be right back” is “Ya vengo”.

  • avatar

    Hyundai USA’s website allows you to choose between english, spanish, korean or chinese languages. I haven’t checked other manufacturers’ websites, but it wouldn’t surprise me one bit if most of them have multiple languages.

  • avatar

    Spanish is Texas (I live in a suburb of Dallas) is quite common. In San Antonio, more common. Having Spanish literature for vehicles, nothing new here.

  • avatar

    If it gives them a competitive advantage and helps them sell more vehicles, then good for them.

    I should note that I’m the kind of capitalist who’d like to sell replacement flags to protesters who burn them.

  • avatar

    I would’ve titled it, “Ahora, folletos de Chrysler impresos en español”.

    (In Spanish you only capitalize the first word, and don’t capitalize language names.)

  • avatar

    That’s actually a pretty good idea, especially for regions that have a large population of Spanish speaking citizens. Good on Chrysler for trying to tap/re-tap into that market.

  • avatar

    I work for a home building company in the southwest. We’re required to post HUD and equal opportunity signs in Spanish, but we don’t find it necessary to translate our brochures into Spanish. Most Latin families have English speakers in the younger generations (eg: abuela speaks only Spanish, mom and dad understand spoken English and speak enough to get by, and the kids are fully fluent). We have tossed around translating our brochures and sales forms into Cantonese. Chinese buyers are less likely to have a family translator and can depend too much on their outside broker.

  • avatar

    Just to clarify, Brochures in Canada are available in French not so much because it’s an official language, but more so because its the language of abt 20% of canadians and abt 80% of Québécois. In fact you’d be hard press to sell a car in Québec without a french brochure. The dealership where I used to work didn’t even stock english brochure.

  • avatar
    bill mcgee

    Here in Houston it would be difficult to get a job selling cars without knowing Spanish . One problem is that what the , frankly , lower class origin Hispanics is speaking is not Spanish at all and words listed in a Spanish / English dictionary are neither used nor understood by the undocumented types . And the Spanglish spoken varies depending on what area of Mexico , Central America , etc . they are from . Another time I worked one nite for an extremely wealthy family from Spain and the Spanish they spoke was classical Castillian Spanish that I could actually understand . And yeah some car dealerships here advertise also for Cantonese speaking salesmen .

    • 0 avatar

      That’s because many of those “lower class” folks are descendants of the Pre-Columbian (for Canadians substitute “First Peoples”) and Colonial/Castillian Spanish is not their language of choice. Some guy from Oaxaca(AKA deep South), Mexico or Guatemala who is 5’2″ and has really dark skin has more in common linguistically with the ancient Mayans than the skinny, light-skinned lady / flauca you see now on Unavision. A lot of US citizens are too young to remember that as recently as the early 1940’s, major urban areas still had “ethnic” radio stations and foreign language newspapers. Chicago ethnic Poles used to brag that more Polish speaking people lived there than Warsaw. My great grandmother had a popular foreign language show in the 1930’s that pulled more listeners tha most Sirius satellite radio channels. The language of commerce is money; if more Budweiser is sold by putting “Es Uno Ested” on some of their posters, then they’ll print some ads in Spanish. Flyers to sell Chryslers can be in Spanish, too, so long as the title is in English.

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