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rhapsodie -- "wetback" is an ethnic slur against Mexicans [those that are in the US illegally and often times legally]. The slur comes from supposing that the person swam across the Rio Grande River to enter the US and would have a wet back.
The car dealership is in Williamson County, Texas which is quite conservative and quite white.
OK, can anyone tell me what is offensive about that?
Wow. Yeah, I sure can. "wetback" is used as a racial slur against primarily Mexicans (and hispanics in general) referring to the fact that they have to swim across the Rio Grande in order to get to the US. It's not the most patently offensive term to refer to Mexicans, but there's no way to use it kindly either.