Bilingual marketing helps Hyundai cater to each segment

Bilingual Marketing: Hyundai Motor America has developed and launched its first bilingual creative campaign, “The Miles that Unite Us,” targeting both the Hispanic and general US markets. Portada interviewed Erik Thomas, his director of marketing for Hyundai Experience, to understand the rationale for the campaign.

As the US population continues to grow and become more affluent, multicultural consumers are a key driver of the automotive industry. “Hyundai’s multicultural buyer market share is growing and is too important to ignore,” Eric Thomas, Hyundai Motor’s America’s experiential marketing director, tells his Portada. Additionally, the US Hispanic market currently accounts for more than 24% of the industry’s overall growth, although he is 19% of the US population. The purchasing power of Hispanics will reach $1.5 trillion in 2019 and is projected to reach $2.5 trillion by 2025.

The US Hispanic market, currently 19% of the US population, accounts for more than 24% of the growth of the entire automotive industry.

Thomas reports directly to Angela Zepeda, CMO of Hyundai Motor America. In his role, he is responsible for leading Hyundai’s experiential and sponsorship marketing, with a focus on auto shows, corporate events, dealer meetings, sponsorship strategy, and implementation. Thomas also leads Hyundai’s multicultural marketing focused on Hyundai’s African American, Hispanic and Asian markets.

Bilingual Marketing: Awareness of Cultural Heritage

Hyundai’s anthemic bilingual brand campaign, ‘The Miles that Unites Us’, was inclusive from the start and rolled out as a bilingual campaign targeting both general and Hispanic markets. Aimed at both general market and Hispanic audiences, the campaign consists of both English and Spanish. 15, 30, 60 TV commercials, 30 radio spots and streaming audio, digital assets shared nationwide through the end of 2023.

Asked why Hyundai chose a bilingual approach for its “The Miles that Unite Us” campaign, rather than choosing a culturally nuanced English spot, Thomas explained: Bilingual campaigns enable better communication with each Hispanic cultural segment. “Many native English-speaking Latinos still have a strong affinity for their cultural heritage, and we believe a bilingual campaign can appeal to that connection,” he said. It emphasizes recognizing and respecting the cultural heritage of the lineage.
This can increase your audience’s awareness, engagement and purchase intent. ”

Many English-speaking Latinos still have a strong affinity for their cultural heritage, and bilingual campaigns can appeal to that connection.

Thomas said Hyundai’s human-centric campaign is based on the theme “It’s Your Journey.” Diversity is not only the right thing to do, it increases the bottom line. I look forward to communicating with diverse audiences across the country in culture and language, and becoming more approachable with a more strategic approach. ”

Bilingual Marketing: Important for Older Generations and Newer Segments

Thomas argues that providing information in the first language can be especially important for older generations and segments less familiar with the culture. By ensuring that your intended audience understands and receives your message, you can increase the effectiveness and reach of your campaigns.”

Hyundai’s new anthemic brand campaign always puts people first, connecting with all English and Spanish-speaking buyers to reach a wider audience, increase engagement and persuasion, and enhance attitude and intent. It reflects the brand’s intent to lead to greater change. Additionally, bilingual marketing can help create a more inclusive environment, which can ultimately lead to better campaign results, says Thomas. claim.

Media: Broadcast and Bilingual Streaming Campaigns

For now, Hyundai’s new bilingual anthemic brand campaign will focus on broadcast and digital streaming platforms in the mass market and US Hispanic markets. But when Hyundai brings its brand to life and engages its customers and buyers, they will feel the same sentiment during live and on-site marketing events.

Hyundai will select African-American-owned independent and minority- and women-owned culture brands as its record marketing agency in 2021, and in August 2022, the Hispanic-owned and operated Houston, Texas We selected Lopez Negrete Communications, an independent company based in To provide strategic marketing solutions to reach and engage diverse Latino audiences across the country.

According to Thomas, Hyundai had the record December sales month in Hyundai history at 72,058.
Sales increased by 40% compared to December 2021. Hyundai also posted its best annual sales volume ever in 2022.