DETROIT –

With the Latino population in the U.S. continuing to climb and increase its influence on the auto market , General Motors has brought in an outside advertising and communications agency to help the automaker bolster its connection to this important and growing community.

On Monday, GM named The Vox Collective its U.S. Hispanic publication relation agency for this year.

“The Vox Collective demonstrated a genuine understanding of our company’s priorities,” stated Eric Peterson, GM vice president of corporate diversity. "At GM we’re focused on making meaningful connections with the Latino community.”

Vox Collective president, chief executive officer and co-founder Roberto Ramos added: “We’re delighted to be joining a global company that understands how important the Hispanic market is to the future of their business, and we’re ready to help GM expand its efforts to connect with Latinos in a unique and compelling way.”