Hyundai Showcases Refined-Rugged SUV Experience in New Asian American Campaign for the All-New Santa Fe

FOUNTAIN VALLEY, Calif., March 18, 2024 /PRNewswire/ — Hyundai and its Asian American marketing agency, TEN Advertising, are kicking off a new creative campaign for the 2024 Santa Fe SUV. The campaign, comprising two ads titled “Ruggedness” and “Wide Open Space,” targets Asian American couples and families seeking exciting experiences in their everyday moments. Showcasing its ruggedness with solid exterior style and HTRAC AWD, as well as simultaneously presenting a comfortable, emotional, and sophisticated interior space, the campaign positions the new Hyundai Santa Fe as a refined-rugged SUV. The campaign was launched on March 15.

The campaign highlights Asian Americans who pursue an exciting life by infusing a taste of the outdoors into their daily lives as a way of expressing themselves. At the same time, it addresses the demands of Asian American consumers who value premium and sophisticated spaces for their lifestyles. While reflecting the characteristic traits of these Asian American consumers, the ads showcase not only the Santa Fe’s solid and rugged exterior that distinguishes it from competitors, but also the Santa Fe XRT model that cranks off-road adventures up a notch.

“At Hyundai, our commitment is to cultivate authentic, inclusive, and culturally relevant connections with our audience, and this includes showcasing vehicle attributes and trim levels that bridge the journey the Santa Fe creates with the family values and rich heritage of our Asian American customers,” said Angela Zepeda, chief marketing officer, Hyundai Motor America. “Our new Asian American campaign captures Santa Fe’s features and versatility, offering customers the spacious and premium interior comfort they seek, which includes three rows and a wide-open tailgate, creating an open living space that breaks the barriers between the indoors and outdoors.”    

The creative concepts for both “Ruggedness” and “Wide Open Space” campaigns are the result from an in-depth…