Troncoso has extensive experience in developing advertising campaigns that target the Hispanic market that is expected to spend more than $600 billion this year. “Now the largest minority group in the U.S., it’s critical that auto dealers get the most up-to-date knowledge on how to reach and motivate this exploding marketplace,” warned Troncoso. “Third and forth generation Latinos have one foot in the Latin culture and another in American culture, and effectively communicating with them requires tremendous skill.” The veteran marketer points to the common misperception that reaching Hispanics, is a single approach mission.

Troncoso has been in the car business most of his life, working part time as a young teen, in his father’s Mexico City Chrysler dealership. But it was a school project that brought him to the United States.

At age 11, Troncoso was accepted into Mexican-American cultural exchange program and was placed with a family in Pine Buff, Akansas were he developed a love for all things American, in particular the seemingly unlimited opportunities of free enterprise. He returned to Mexico after two years to complete his secondary education and graduate from Mexico City’s Universidad La Salle, considered among Mexico’s most prestigious, private, Catholic universities noted for its academic excellence. Over the next few years, he returned to Pine Buff each summer to attend school with the many friends he had made during his visits. After earning his Bachlor’s degree, he immigrated to the U.S. to complete his Masters Degree in Advertising and Marketing at University of Texas at Dallas.

Getting real world experience in retail auto sales, Troncoso worked at a Ford dealership during college, and quickly realized there was an opportunity for a salesperson that could speak the language and appeal to Latino car buyers.

“In the early ‘80s, the concept of Hispanic marketing was still very new,” Troncoso explained, “and for the most part, that emerging market was relatively misunderstood by American Business.” In fact, it was not until the 1990’s that the U.S. government managed to get an accurate census of the Spanish-speaking population.

With the support of the Ford dealership’s management, Troncoso was given the tools and motivation to develop hi Hispanic clientele, resulting in strong sales for the dealership. In his first year, he sold over 500 vehicles to become the dealership’s top selling salesperson. Not long after, he was appointed to manage the dealership’s Hispanic advertising and marketing programs.

As a result of his success, Dearborn called and executives at Ford Motor Co. invited the young salesperson to their Michigan headquarters where he was given a key role in a film that was part of the introduction of the restyled 1983 Thunderbird, and made him a centerpiece of the manufacturer’s internal Hispanic marketing and recruiting programs. It was the start of a 22-year career in advertising.

During the mid-80s, Troncoso served as the Director of Hispanic Division for the North Texas Ford Dealers Association where he launched a number of new programs to build consumer awareness for Ford products and services to Spanish speaking consumers. “One of my key missions was to attract qualified Hispanic salespeople who could help build a strong Latino base for Ford.” Troncoso remembers. Soon, Troncoso saw a broader opportunity and left Ford to open his own Hispanic Advertising campaigns for hundreds of clients, including Ford, Dairy Queen and Pizza Hut.

RadioVision partner, Joe Pollaro, sees Troncoso’s role as critical to helping the agency’s clients develop marketing strategies and tactics that will help them attract Hispanic buyers and build a loyal customer bade. “Adolfo’s unique background and talents will give RadioVision the depth it needs to exponentially increase its expertise in the Latino market.” Said Pollaro, “we’re very privileged to have him on our team.”

Troncoso will direct the Hispanic marketing division from RadioVision’s Dallas-Fort Worth metro office located at 101 W. Renner Road, Suite 310, Richardson, TX 75080. He can be reached at (972)-671-5888 ext. 4911 or via email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .