Ford's Hispanic ad campaign takes it to the mat

The Ford brand is grappling with the popularity of Mexican pro wrestling to sell cars and trucks to Hispanic consumers in California.

A new Spanish-language ad campaign promotes four Ford vehicles: the Focus and Fusion cars, Edge crossover and F-150 pickup.

As part of the campaign, each of the vehicles is paired with a Mexican wrestler, or luchador, to convey the vehicle's features.

The broader campaign includes TV and radio commercials, online ads and events in about 170 communities across the state. Ford says the campaign is the brand's most far-reaching Spanishlanguage marketing effort.

Hispanic consumers bought about one of every five new vehicles...