Jesse's PUSH Toward a Tanner Rainbow (continued)
He was also a key player in encouraging Toyota Motor Sales USA ( TMS ) to create a tanner rainbow. After lengthy negotiations, TMS avoided a boycott with Jackson 's organization in August 2001 by announcing a whopping $7.8 billion diversity plan. One of the measures contained in this plan included awarding 4 to 10 hard-to-get import dealerships (including Lexus and Toyota ) annually for the next 10 years to qualified minorities and women. Another component of this plan included TMS hiring a minority-owned advertising company that would be responsible for a $50 million annual budget to avoid future ads that disrespected the African-American community.
So has TMS made strides in increasing it's minority dealer count and selecting an urban advertising agency? According to TMS spokesperson, Denise Morrissey, at the end of December 2001, Lexus and Toyota stores combined had a total of 98 minority and women-owned stores and as of June 2006, TMS has 133 stores. (In 2001, the state of Hawaii was not included in TMS minority count; this state was included in the current statistics. Yet, Morrissey noted this doesn't have a significant effect on the dealer count.) African-Americans owned 29 TMS stores in 2001 and as of March 2005 this group owns a total of 32 stores. Out of any other ethnic group including women, African-Americans own the lion's share of Lexus stores today whereas women make-up the largest share of Toyota stores with TMS. Morrissey noted, �The year isn't over yet for appointing minority and women dealers.� Since launching its diversity plan, TMS awarded Burrell Communications of Chicago its coveted African-American advertising account.
Rev. Jackson has also made the economically-revived streets of Harlem tanner. After Jackson made a public challenge to automakers to open a store above 60th Street for the first time in over 40 years, GM was the first to step-up to the plate in this diverse New York community. An African-American will own Saturn and Chevy stores, while the Hummer and Cadillac stores will be majority-owned. These stores opened in the spring of 2006.
In addition, since 1999, this organization has served as a conduit to connect minority vendors and professionals with key decision makers in the auto industry at Rainbow/PUSH Coalition Automotive Symposium held annually in Detroit . In case you didn't know, Detroit is often referred to as, �The Motor City,� since this is the heart beat and home to several of the major automakers.
Future Inroads
Although Jackson 's critics feel as though he's focusing too much on dealership opportunities, Gill says, �This organization wants to ensure that minorities receive their fair share of opportunities to supply parts or other related vendor services as auto manufacturing plants open in the South.� Furthermore, this organization has plans of tanning the rainbow in the aftermarket automotive accessories business and on the auto show circuit.
Love Him or Loathe Him?
In today's time, is there an individual or group that has been able to get the automotive corporate community to include women and minorities? You be the judge!
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