Hyundai Motor America has introduced a new marketing campaign titled “Quality Is Not a Luxury,” emphasizing the quality, dependability, reliability, and safety of its vehicles. The campaign debuted on July 29 during the 2024 Summer Games in Paris, spotlighting the Hyundai Santa Fe, Tucson, and IONIQ 5.
This initiative highlights Hyundai’s commitment to producing high-quality cars without the premium price tag. “We understand people trust what we do, not what we say,” said Angela Zepeda, CMO of Hyundai Motor America. “We are committed to going farther to earn our consumers’ trust and build quality cars that are dependable, long-lasting, and safe. This campaign showcases how quality isn’t a luxury and what we’re doing is something you’d expect a premium brand to do.”
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The campaign features three 30-second ads using unique metaphors to demonstrate Hyundai’s high standards. These ads include:
- Illustrating Hyundai’s high-strength steel by comparing it to the weight of an elephant.
- Demonstrating extreme weather testing from -20 to 120 degrees.
- Showing a battering ram to mimic IIHS vehicle safety tests, highlighting Hyundai’s nine IIHS Top Safety picks.
“Despite the numerous industry awards and standard luxury features, there is still a misconception of the Hyundai brand,” said Jason Sperling, chief creative officer of INNOCEAN USA. “This campaign is showing the evolution of Hyundai and that quality, dependability, reliability, and safety is thoughtfully built into every model, in a way that breaks through the feature-driven auto ad clutter.”
The ads will run throughout 2024 across various platforms, including broadcast, digital, and social media channels such as TikTok, Instagram, Facebook, and YouTube.
In addition to the main campaign, Hyundai will produce custom social content to reinforce the message of quality and reliability. Highlights include:
- “500K Elantra”: Showcasing a Hyundai owner approaching 500,000 miles in a 2006 Elantra.
- “Now Untrending”: Emphasizing the longevity of Hyundai SUVs compared to fleeting social media trends.
- “How to Make a Hyundai”: Sharing surprising facts about Hyundai’s manufacturing processes.
- “TUCSON 20th”: Celebrating the 20th anniversary of the Tucson with a comparison of the 2005 and 2025 models.
Hyundai’s new campaign was developed with INNOCEAN USA and coordinated by Canvas for media buys. Hyundai continues to lead the industry in safety with multiple IIHS Top Safety Pick awards, showcasing its dedication to vehicle safety and quality.
Hyundai Motor America offers a wide range of cars, SUVs, and electrified vehicles, contributing significantly to the U.S. economy and supporting Hyundai Motor Company’s vision of “Progress for Humanity.”
Source: Hyundai’s New Marketing Campaign Proves Quality Vehicles Don’t Have to Be a Luxury
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