For Hyundai, the agency comes aboard in the wake of a period of self-reflection the automaker undertook last year to assess how it was communicating with diverse audiences in the wake of racial protests spurred by the police killing of George Floyd and other similar incidents.
“We had a lot of internal debates as a brand about how do we speak to this very important audience, so we seem like we are in tune, and honestly we needed experts to help us do that appropriately,” Zepeda says. When it comes to Black consumers, “we have lots of work to do, we could do so much better,” she says.
Hyundai ranks as the seventh top-selling U.S. auto brand among Black buyers, according to Marc Bland, chief diversity officer at market researcher IHS Markit, which tracks the automotive industry. That is not bad considering that Hyundai ranks eight in the general market, according to Bland.
But by hiring a dedicated African American agency, Hyundai is “playing to a strength and trying to…
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