
Message from the Executive Director, Dr. A.V. Fleming – 3rd quarter 2024
We are on the cusp of finishing another great month of National Hispanic Heritage, September 15th to October 15th. It is humbling to look at all the accomplishments that the Latino community has done for our society. Further, there is not a sector in our country, the Hispanic community has not had an impact on. As Ford MDA being a trade association and advocate for minority dealers, we would be remiss if we did not recognize a Latino advocate for civil rights and upward mobility.
Ms. Maria Rebeca Latigo de Hernández was born in Garza García, near Monterrey, Mexico in 1896. Ms. Hernández was an elementary school teacher in Monterrey, Mexico before moving to Texas “during the chaos of the Mexican Revolution,” along with many others. In 1918, She moved to San Antonio, Texas where, she and her husband, Pedro Hernandez Barrera, ran a grocery store and bakery serving the Latino community Ms. Hernández was that Latino advocate. U.S. Representative Henry B. Gonzales once said, “She fought a big fight with a little stick.” Ms. Hernandez said, “The students are not at fault for being born with black eyes and brown hair and not with blue eyes. We are all supported by the stripes and stars of the flag.” This may be an easy observation to make in today’s world, but back in her time she would be ostracized and ridiculed for speaking up and being a voice for communities treated marginally as compared to mainstream America.
She was an immigrant, moving to San Antonio, Texas, where she became one of the leading voices speaking against economic discrimination and educational segregation that was faced primarily by women and children of Mexican descent. In addition to being a powerful organizer, Ms. Hernández was also a talented orator: she became San Antonio’s first Mexican American female radio announcer and spent much of the rest of her life speaking up against injustice and inequality across both the Mexican and African American communities. During her tenure, she was also a regular on Texas television, advancing the rights of Mexican immigrants. Ms. Hernandez was described as an “untiring fighter” for the rights of Mexican Americans.
Among her many contributions, she co-founded the Orden Caballeros de America (Order of the Knights of America) – a benefit society dedicated to educating Mexican Americans about their rights. She founded the group with Pedro Hernandez Barrera, her husband, on January 10, 1929. The order merged with two other organizations in 1929 to form the League of Latin American Citizens (LULAC), which is now the largest and oldest Hispanic Organization in the United States. She also helped organize the Asociación Protectora de Madres (Association for the Protection of Mothers) which provided financial aid to expectant mothers and La Liga de Defensa Pro-Escolar (The School Defense League) which fought to replace segregated educational facilities.
Ms. Hernandez was also involved in workers’ rights protests. In 1938, “she took up the cause of workers’ rights in the Pecan-Shellers’ Strike. She died of pneumonia in 1989. She was eighty-six. She authored an essay called “México y Los Cuatro Poderes Que Dirigén al Pueblo,” which, according to the Texas State Historical Association, highlighted the importance of mothers and the domestic sphere. She insisted on using the Spanish language in her essays, resisting the trend of assimilation. Ms. Hernandez served as a midwife for those who could not afford medical care.
Ms. Hernandez lived a rich and beautiful life being a beacon of hope for those that she cared for. She was a pioneer in every aspect of the word. We can all learn from Ms. Hernandez that “if you do not stand for something you will fall for anything.” One should never forget the contributions and legacy that Ms. Hernandez has contributed to our society. If we can follow her example of leadership for our association, truly we will leave no one behind.
By having an association, we can have one large voice for our dealer body. Further, we can share experiences in our dealership that may help another dealer. If you believe that you are doing something unique in your dealership, please do not hesitate to send me your ideas or programs. Part of our success is supporting each other through sharing ideas and finding opportunities to gain positive experiences in our business.
In 2024 and beyond, it is our goal to continue improving tools and resources for our dealers to be profitable and meet all metrics. Further, we want to continue the momentum we harnessed over the years. Please keep our board and staff in your prayers as we conduct the mission of this grand and illustrious association.
Best Regards,
Dr. A.V. Fleming
Executive Director