Yahoo! en Español and Ram Truck Launch ‘La Banda Ram' — First Online Mexican Regional Music Channel

New music website offers Latinos exclusive programming with a mix of music, blogs and video content

MIAMI & AUBURN HILLS, Mich.--(BUSINESS WIRE)-- Yahoo! en Español, the premier digital media company, and the Ram Truck brand today announced the launch of La Banda Ram, the first dedicated Mexican regional music channel. Accessed from on Yahoo! en Español's omg! site, La Banda Ram offers fans exclusive programming, music news, and lifestyle-relevant Ram Truck brand integration. The site debuts today and can be found at: es-us.omg.yahoo.com/la-banda-ram/

Focused on engaging the U.S. Latino audience with premium content, La Banda Ram connects consumers to an entertaining mix of music, blogs, exclusive photo content, originally produced video programming, and the latest news and updates from established and up-and-coming artists of the Norteño, Banda, Duranguense and Grupero regional music genres.

"La Banda Ram provides an excellent opportunity for our brand to emotionally connect with our Latino consumers in a culturally relevant manner," said Fred Diaz, president and CEO of Ram Truck Brand and Chrysler de Mexico, Chrysler Group LLC. "Music is a universal bond and Ram is proud to team with Yahoo! and be part of the first music channel dedicated solely to the increasingly popular Mexican regional music genre."

"La Banda Ram is a great example of how only Yahoo! can create a unique and compelling content solution to engage a diverse, multi-cultural audience, all in line with Ram's brand needs and advertising positioning to Latinos," said Armando Rodriguez, vice president and managing director, Yahoo! Latin America and U.S. Hispanic. "Every month, more than 75% of the U.S. Latino population turns to Yahoo!¹; this reach combined with our investment in premium content and our ability to deliver truly personalized experiences makes Yahoo! the premier digital media company for the Latino audience."

La Banda Ram is the newest extension of the Ram Truck brand's most comprehensive Hispanic advertising campaign to date, "A Todo, Con Todo", which launched in early October. A Todo, Con Todo, "to everything, with everything," focuses on the important values of hard work, dedication, and commitment to family and community, and captures the consumer mindset and true essence of Ram. Ram will harness the Yahoo! en Español website to define and communicate the Ram brand lifestyle as well as deliver information and messages about its products through a seamless integration into programming that is of interest to Latino music fans.

This launch builds on the successful Ram and Yahoo! collaboration for "Ram Country on Yahoo! Music," now in its second year. La Banda Ram creates an association between the Ram Truck brand and Mexican regional music in the hearts and minds of Latino consumers, just as Ram Country does with country music fans.

The Ram brand's A Todo, Con Todo Latino advertising campaign includes television, radio, print, newspaper, and digital media, and features bi-lingual Ram Truck owners providing real-life testimonials. The campaign, running in the 15 top Latino markets was produced in both Spanish and English.

About Yahoo!

Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating deeply personal digital experiences that keep more than half a billion people connected to what matters most to them, across devices and around the globe. And Yahoo!'s unique combination of Science + Art + Scale connects advertisers to the consumers who build their businesses. Yahoo! is headquartered in Sunnyvale, California. For more information, visit the pressroom (pressroom.yahoo.com) or the company's blog, Yodel Anecdotal (yodel.yahoo.com).

Yahoo! is the trademark and/or registered trademark of Yahoo! Inc. All other names are trademarks and/or registered trademarks of their respective owners.

About Ram Truck Brand

The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a standalone vehicle brand. Creating a distinct brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star. Ram 1500's smooth-riding suspension and 20 mpg, 390 horsepower HEMI® V-8 are just two of the reasons it beat the competition. Ram 1500 also was named the Truck of Texas by the Texas Auto Writers Association in 2011.

The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Ram trucks now boast these segment exclusives:

• Coil-spring rear suspension on Ram 1500 for best-in-class ride and handling
• Available RamBox lockable and lighted bedside storage
• In-floor storage on all Ram Crew Cabs
• The largest cab in the market — Ram HD Mega Cab
• Standard six-speed manual transmission on all diesel models
• Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package

¹ Comscore, September 2011

Yahoo! Inc.
Cory Pforzheimer, 1-408-349-2686
coryp@yahoo-inc.com
or
Chrysler Group LLC
Eileen Wunderlich, 1-248-512-0332
eileen.wunderlich@chrysler.com

Source: Yahoo! Inc.

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