Hyundai continues to invest in multicultural marketing, maintaining its budget and initiatives aimed at diverse audiences, in contrast to many corporations retracting DEI efforts. Erik Thomas from Hyundai highlights that multicultural consumers account for about 30% of their sales and underscores the financial benefits of such a strategy. Their recent campaign, "Play for the Car," targets Black consumers through various media outlets, exemplifying Hyundai's dedication to culturally relevant marketing as a means to boost sales.
"In terms of the creative that we're doing and the work that we're doing with Culture Brands, it's born from a recognition that it drives sales, drives the bottom line for the company."
"Hyundai's multicultural marketing efforts and budget commitments will remain in place, highlighting the importance of diverse audiences in driving their automotive sales."
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