Hay Papá!He’s a man of two words - Joe Mariscal sells cars, and himself, with a trademark phrase so valuable that it is, indeed, trademarked. - Atlanta

“Mariscal secured the U.S. trademark on “Hay Papá.” His Web address is www.haypapa.com. And Mariscal says its no coincidence that he began earning six figures in 2002, the year Atlanta radio listeners first heard shouts of “Hay Papá.”

Now, whether hes crowning beauty queens or leading immigration protests, few people call him Joe Mariscal. He is “El Hay Papá.”

In essence, Mariscal has created a brand of bombast all his own, one that made it easier for him to jump from Bill Heard Chevrolet in Buford to Marietta Dodge earlier this year. Hes banking on customers coming with him.”

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