Hyundai Motor America has named the St. Louis-based marketing agency FUSE to handle its efforts targeted to African-American consumers. FUSE’s first task for the automaker is a new advertising campaign entitled “Hyundai Smarter,” which focuses on everyday women and issues of importance to them.
More than 80 percent of automotive purchase decisions are influenced by women, and the ethnic consumer market represents 1 out of 4 new car buyers, according to research firms Auto Alliance and IHS Automotive.
“The growth of this segment is significant, and it is critical that we address its important needs of safety, reliability and value,” says Zafar Brooks, Director, Diversity and Inclusion, Hyundai Motor America.