O.C. Welch of Hardeeville, South Carolina has come under fire recently from both mainstream media outlets and auto blogs alike for airing what some have tagged a “racist” radio advertisement for his dealership, O.C. Welsh Ford Lincoln Mercury. Titled “Wake Up America”, Welch’s ad spot takes a jab at import cars, saying of Toyota “All those cars are rice-ready, they’re not road ready…” When asked by the locals news network if he felt as though perhaps his ad had crossed some boundaries, a patient yet slightly exasperated Welch replied, “No I don’t think it’s going too far, I think it’s a reality, and we all need a reality check.”
Welch went on to admit that, like many other dealers of domestic automobiles, business for him has been very rough as of late, but he says his December sales have seen a slight upswing. Whether the unexpected surge in sales has anything to do with his newest ad campaign – which Welch says is currently running with a 96% approval rate – is unclear, but either way, Welsh isn’t making any apologies for his remarks.