• by Karl Greenberg , September 14, 2012

Lexus is backing the latest iteration of the Hispanic-focused HBO documentary “The Latino List: Volume Two” with co-sponsor AT&T. The documentary, which features a series of high-profile Latinos speaking about their lives and challenges growing up, is intended to examine what it means to be Latino. 

Marketers are paying attention -- as the Hispanic demographic, broadly speaking, is the fastest-growing population segment in the U.S. and will become the majority. The first iteration of the series featured the likes of U.S. Supreme Court Justice Sonia Maria Sotomayor, comedian John Leguizamo, and Armando Christian Perez (Pit Bull).  

The series, which begins on Sept. 24 on HBO and HBO Latino in celebration of Hispanic Heritage Month, includes interviews with Christy Turlington Burns, Victor Cruz, George Lopez, Soledad O'Brien and Raul Yzaguirre. 

Lexus has title sponsorship of the show's premiere on Sept. 17 at The Belasco Theater in Downtown Los Angeles. In addition to title sponsorship of the event, Lexus will host an after-party. The automaker has a Spanish-language Web site as well at VidaLexus.com. 

Lexus this year has been busy sponsoring a number of Hispanic events in Los Angeles under the Vida Lexus banner. The company sponsored the Latina Style Diversity Conference in February -- the third year in a row it has sponsored the event. In April the automaker had Latino artists from L.A. used the CT 200 car as a basis for an art piece unveiled at a graphics gala. Also in April this year, Lexus sponsored the publication of a new L.A.-based Latino culture publication, Alegria Magazine. In Miami, Lexus was official sponsor of the 28th annual Miami International Film Festival.  

Another automaker is also focusing on the Hispanic market, becoming the first to offer complete vehicle-information kits in Spanish for the U.S. market. Chrysler, LLC is offering Chrysler, Jeep, Dodge, Ram and Fiat kits electronically in both English and Spanish on brand Web sites by end of year. "The Hispanic population accounts for more than 50 million people in the U.S.," said Pietro Gorlier, president and CEO of Mopar, Chrysler Group LLC's service, parts and customer-care brand, in a statement. "We want to establish clear communication with our customers in their preferred language and enhance their overall experience with our vehicles, dealers and brands."