Hyundai Keeps Its Commitment to Multicultural Marketing

News Summary

Hyundai reaffirms its dedication to multicultural marketing amidst industry challenges. With multicultural audiences accounting for 30% of sales, their strategy drives significant financial growth. Collaboration with minority-owned agencies highlights their focus on authentic representation, as they aim to connect meaningfully with diverse communities. Hyundai’s approach sets a standard in the automotive industry, balancing social responsibility with business success.

Hyundai Keeps Its Commitment to Multicultural Marketing

In recent times, big corporations have faced significant scrutiny over their diversity, equity, and inclusion (DEI) policies. Despite these challenges, Hyundai is standing strong, affirming its dedication to multicultural marketing. That’s right! Hyundai is not just talking the talk; they are walking the walk, and their commitment is paying off.

Multicultural Audiences Matter

According to Erik Thomas, the director of experiential and multicultural marketing at Hyundai Motor America, multicultural audiences play a substantial role in the company’s success, accounting for around 30% of Hyundai’s sales. This statistic alone highlights how essential these marketing efforts are to driving the brand’s overall performance.

Solid Financial Growth

It’s also worth noting that Hyundai’s global revenue rose by an impressive 7.7% in 2024, totaling 175.2 trillion South Korean Won, which translates to over $120 billion U.S. dollars. These numbers indicate that their strategy is resonating strongly in the market, and multicultural marketing is a vital piece of that puzzle.

Engaging Campaigns for Diverse Audiences

One of Hyundai’s latest campaigns, titled “Play for the Car,” specifically targets Black shoppers. This campaign taps into diverse media outlets including BET, TV One, Bounce, Blavity, and even the iconic Ebony Magazine. Hyundai has collaborated closely with Culture Brands, a minority and female-owned agency, as their African American marketing agency since 2021. This close relationship showcases Hyundai’s commitment to authentic representation in their promotional efforts.

Expanding Across Demographics

Hyundai is also making strides to broaden its reach within the Hispanic community. Since 2022, they have partnered with Lopez Negrete Communications as their Hispanic marketing agency of record. Such strategic partnerships bolster their multicultural outreach and ensure they connect meaningfully with various communities.

Staying Resolute Amid Industry Challenges

While Hyundai has chosen to maintain its multicultural marketing budget, it’s essential to note that the automotive industry is facing some headwinds. Thomas mentioned that the marketing budget is finite, and they are navigating challenges such as slow electric vehicle (EV) sales and possible tariffs. Despite these hurdles, Hyundai remains steadfast in its marketing endeavors and recognizes the direct correlation between multicultural campaigns and sales, stressing that this segment plays a role in that 30% sales contribution.

Industry Context: A Shifting Landscape

Hyundai is not alone in this dilemma. Major corporations like Target, Walmart, and Molson Coors have had to revise their DEI policies due to pressure from activists. On the flip side, companies like Costco, Apple, and Delta Airlines have resolutely upheld their DEI commitments. The initial push for these DEI frameworks came after the tragic death of George Floyd, igniting a nationwide call for change.

A New Direction in Marketing

In light of these developments, experts suggest that DEI efforts should not just be about doing the right thing; they should also be driven by data and tangible sales objectives. Hyundai is restructuring its marketing team to enhance its effectiveness, with Angela Zepeda stepping into the role of chief creative officer and Sean Gilpin overseeing performance aspects. This new organization is designed to improve consumer understanding of Hyundai’s innovations and their vision for the future of transportation.

Highlighting Innovations

Hyundai’s upcoming commercial campaign, “Everyone’s Outside,” for the 2025 Hyundai Tucson, emphasizes alternative fuel efficiency, innovative design, and safety features. What’s more, it cleverly engages with the Black community by featuring relatable talent, enhancing cultural representation in their marketing efforts.

Engaging the Younger Audience

The overarching aim of Hyundai’s new marketing strategy is to connect with younger demographics and expand community ties through their advertising. By focusing on authentic cultural representation and investing in diverse narratives, Hyundai is not just keeping up with the trends; they are setting a standard in the automotive industry.

It’s clear that Hyundai is taking a thoughtful approach to their multicultural marketing, proving that diverse outreach can drive success while still fostering meaningful connections within communities. In a rapidly changing corporate landscape, their commitment to these initiatives stands out and shines a hopeful light for the future of multicultural marketing.

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Additional Resources

• Digiday
• Wikipedia: Multicultural marketing
• Marketing Dive
• Encyclopedia Britannica: Advertising
• The Drum
• Google News: Hyundai multicultural marketing
• Automotive Dive
• Google Scholar: Hyundai DEI policy