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Hyundai stands by DEI, says it 'drives sales'

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Posted By: JoElla Bee, 3/5/2025 3:22:29 PM

Hyundai is standing by its DEI policies and launching a new multicultural marketing campaign — and an executive says that it’s good for business. "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 Director of Experiential and Multicultural Marketing Erik Thomas told Digiday.  Culture Brands is Hyundai’s African American Marketing Agency of Record[Snip] The ads will be aimed at Black consumers on channels such as TV One and Bounce.

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Reply 1 - Posted by: Northcross 3/5/2025 3:37:03 PM (No. 1909089)
Bud Light ads drove their sales too. Right into the dumper. Good luck on cornering the low testosterone demographic.
15 people like this.

Reply 2 - Posted by: Moritz55 3/5/2025 3:39:46 PM (No. 1909091)
This surprises me, but fine. If they want to stick with DEI and are willing to face possible litigation, that’s their choice. Their niche market can be left wing bigots.
12 people like this.

Reply 3 - Posted by: chumley 3/5/2025 3:49:53 PM (No. 1909096)
I did not even consider them when I was new car shopping. Now I'm glad. I dont want my car built by and idiot just because of the square they fill.
13 people like this.

Reply 4 - Posted by: Lala 3/5/2025 4:00:09 PM (No. 1909110)
DEI marketing is one thing. DEI hiring practices is different. If they want to market to certain demographics, fine. People can decide if they want the car. But hiring must be colorblind. And gender blind, and whatever else. Jobs should be based on merit and skill.
11 people like this.

Reply 5 - Posted by: rememberwhen 3/5/2025 4:13:55 PM (No. 1909118)
Let's see how many cars they sell to the LTGBQ...XYZ crowd when they alienate the "normies."
6 people like this.

Reply 6 - Posted by: stablemoney 3/5/2025 4:23:18 PM (No. 1909125)
I have always thought advertising of vehicles would be best, if they pictured the vehicle without any humans. Vehicle price and quality drive sales, not people with whom any identity group does not identify.
5 people like this.

Reply 7 - Posted by: franq 3/5/2025 4:27:37 PM (No. 1909127)
If you want a car that reaches end-of-life at 7 years, buy a Hyundai.
8 people like this.

Reply 8 - Posted by: sunnyday 3/5/2025 4:29:30 PM (No. 1909130)
This year we will be in the market for a newer vehicle. We currently have a hyundai, but will never own another one.
6 people like this.

Reply 9 - Posted by: voxpopuli 3/5/2025 4:41:35 PM (No. 1909135)
drive sales? well.. drive carjackers.. in mogadapolis most of the cars being carjacked are kias and hyundais because they are easy to steal.. something to do with easy to hotwire? is that what they mean? lot of somalis driving THOSE..
4 people like this.

Reply 10 - Posted by: DVC 3/5/2025 4:53:03 PM (No. 1909138)
I wouldn't even consider one of these junkers before this was revealed.
4 people like this.

Reply 11 - Posted by: DVC 3/5/2025 4:54:02 PM (No. 1909139)
I thin #7 is an optimist about the life of these things.
5 people like this.

Reply 12 - Posted by: Sully 3/5/2025 5:56:01 PM (No. 1909181)
HyunDIE Wouldn't buy one. Wouldn't take one for free if it had miles on it.
2 people like this.

Reply 13 - Posted by: watashiyo 3/5/2025 6:31:48 PM (No. 1909205)
Wanna drive a car patched together by a DEI-hired worker? Go for it! ...btw, you know what's happening to Boeing airplanes right?
3 people like this.

Reply 14 - Posted by: NorthernDog 3/5/2025 7:15:41 PM (No. 1909222)
I guess I've seen their commercials. A mixed race couple has 3 kids that are all different nationalities. The snappy 6-year old girl (apparently) makes all the household decisions.
1 person likes this.

Reply 15 - Posted by: danu 3/5/2025 7:40:16 PM (No. 1909228)
dei is to die for.
1 person likes this.

Reply 16 - Posted by: NeonVortex 3/5/2025 9:11:56 PM (No. 1909255)
Wait till the wheels fall off.
0 people like this.

Reply 17 - Posted by: Sorosisbehindit 3/5/2025 9:55:03 PM (No. 1909276)
Well that explains why consumer reports rated the Genesis lower than the Lexus in reliability. My 2010 Genesis was the best car I have ever owned and I kept it for 14 years. When it was time to replace it I went to Genesis first, but found problems in their consumer report stats. I assumed they had let their quality slip and moved over to Lexus. Now I know why.
1 person likes this.

Reply 18 - Posted by: NYbob 3/6/2025 1:11:28 AM (No. 1909381)
They have engine reliability issues for the past couple of years and seem incapable of eliminating the problem. This kind of stupidity is one of the issues in the way of simply building a good car.
1 person likes this.

Reply 19 - Posted by: broken01 3/6/2025 10:51:46 AM (No. 1909621)
I still remember when Hyundai's no longer produced flagship automobile the Excel came online in the mid 80's. The car and the company were jokes then and it seems that in the year 2025 except for said car nothing has changed.
0 people like this.

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Hyundai is standing by its DEI policies and launching a new multicultural marketing campaign — and an executive says that it’s good for business. "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 Director of Experiential and Multicultural Marketing Erik Thomas told Digiday.  Culture Brands is Hyundai’s African American Marketing Agency of Record[Snip] The ads will be aimed at Black consumers on channels such as TV One and Bounce.
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