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Hyundai Launches Rightsizing Campaign To Empower Hispanic Drivers With The New Tucson SUV
Hyundai, in collaboration with Lopez Negrete Communications, has unveiled a new campaign for the 2025 Tucson SUV. This initiative aims to empower Latino consumers by offering a vehicle that fits their lifestyle without compromise. The "Rightsizing" campaign, available in both Spanish and English, highlights the Tucson's design, technology, connectivity, and safety features tailored to Hispanic lifestyles.
The "Rightsizing" commercial creatively illustrates the concept of finding the perfect fit. It starts with everyday items like cookies and couches not fitting as expected. This sets the stage for introducing the Hyundai Tucson as a vehicle that perfectly aligns with one's lifestyle. A woman effortlessly unlocks her Tucson using a smartwatch, showcasing its advanced features.
Sean Gilpin, Hyundai Motor America's chief marketing officer, stated, "The 2025 Tucson is a perfect reflection of our commitment to providing vehicles that meet the diverse needs of our Hispanic consumers." He emphasized that the campaign showcases the Tucson's technology and design while fitting seamlessly into Latino drivers' varied lifestyles.
Erik Thomas from Hyundai Motor America expressed pride in connecting with the Hispanic community through this culturally rich narrative. He noted that the campaign reflects an understanding of Latino experiences by offering a vehicle that meets practical needs and cultural identity. The Tucson's innovative features empower Hispanic drivers to choose without compromise.
Alex López Negrete, president of Lopez Negrete Communications, highlighted how this campaign emphasizes key elements within Hispanic culture. He stated, "As Latinos, we do not settle for blending in." By showcasing the redesigned exterior and capabilities of the 2025 Tucson, they aim to enrich journeys without financial strain.
Comprehensive Media Strategy
The TV campaign was filmed in Miami and includes 15- and 30-second commercials in both English and Spanish. It also features radio ads, streaming audio, digital content, and social media assets shared nationally. The "Rightsizing" campaign will be active until September 2025.
Lopez Negrete Communications is a leading Hispanic-owned agency in the U.S., specializing in marketing services for corporations targeting Hispanic consumers. Founded by Alex and Cathy López Negrete in 1985, it offers strategic planning, creative production, media planning, digital marketing services, public relations, and promotions.
Hyundai's Commitment to Progress
Hyundai Motor America provides a technology-rich lineup of vehicles while supporting Hyundai Motor Company’s vision for progress. With significant U.S. operations including headquarters in California and manufacturing plants in Alabama and Georgia under development, Hyundai contributes $20.1 billion annually to the U.S. economy.
This comprehensive approach ensures Hyundai remains committed to meeting diverse consumer needs while fostering economic growth through its extensive network of dealers and facilities across America.
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