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Mac Haik Ford e-mail ad (above).
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Texas Ford Dealer Apologizes for Slur Sent in E-mail Ad
October 04, 2007
GEORGETOWN, Texas Executives of a car dealership in this central Texas town issued an apology and fired a sales manager over the distribution of an e-mail advertisement sent to 1,200 customers that included a derogatory term for Hispanics.
The Mac Haik Ford Lincoln Mercury dealership ad was headlined "Tired of the Wet Backs?" It then listed promotions for vehicles with air-conditioned seats.
The e-mail advertisement was sent Sept. 26 to customers, including members of the Greater Austin Hispanic Chamber of Commerce.
Haik GM Michael Winot met Tuesday with directors from the Hispanic Chamber and the League of United Latin American Citizens.
"I got calls from people who found it very offensive," said Paul M. Saldana, chairman of the board of the Hispanic Chamber.
A company investigation found the dealership's general sales manager produced the ad and the employee has been fired as a result, Winot said. He declined to disclose the manager's name.
"We would like to assure everyone that immediate action was taken against those responsible for writing and placing the subject advertisement," Winot said in a statement.
Winot said he did not see the advertisement before it was distributed.
"I did not see that ad, and when it was shown to me, my first reaction was 'No way!'" he said.
The company said that from now on, ads will be reviewed by several managers, including Winot.
"We will take all necessary steps to prevent incidents similar to this from occurring," he said.
Susan Hensley, director of human resources for Mac Haik Management Ltd. of Houston, said the company instituted a sensitivity training course for employees last spring.
"I've also been told we can get similar training from the Hispanic Chamber," Hensley said. "It'll be part of our ongoing program."
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