Dodge was partnered with a key venue that catered to first- and second-generation Hispanics. A mini-dealership and test-drive course were set up—with no sales pressure or sales activity. Consumers got to touch, feel, drive and experience Dodge trucks at this venue, at their pace and in their environment.

Consumers who were interested in buying a vehicle were contacted in their preferred language and accompanied to a Dodge dealership near their home or place of work. At the dealership, the experience was in their language and without the "in your face" sales pressure.