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Hyundai Unveils 'Quality Isn’t A Luxury' Campaign, Emphasizing Reliable And Safe Vehicles
Hyundai has launched a new marketing campaign titled "Quality Isn’t a Luxury" to highlight the quality, dependability, reliability, and safety of its vehicles. The campaign features the Hyundai Santa Fe, Tucson, and IONIQ 5. The ads first aired on July 29 during the 2024 Summer Games in Paris.
The campaign aims to show that high quality and performance are not exclusive to premium brands. Angela Zepeda, CMO of Hyundai Motor America, stated, "We understand people trust what we do, not what we say. We are committed to going farther to earn our consumers' trust and build quality cars that are dependable, long-lasting, and safe."
Each 30-second advertisement uses striking imagery and comparisons to demonstrate Hyundai's commitment to quality. For instance, one ad shows Hyundai’s high-strength steel can withstand up to four times its weight by comparing it to an elephant's weight. Another ad highlights how Hyundai vehicles are tested under extreme weather conditions ranging from -20 to 120 degrees.
Jason Sperling, chief creative officer of INNOCEAN USA, commented on the campaign: "Despite the numerous industry awards and standard luxury features, there is still a misconception of the Hyundai brand. This campaign is showing the evolution of Hyundai and that quality, dependability, reliability and safety is thoughtfully built into every model."
The campaign will run throughout 2024 across various platforms including broadcast, digital, programmatic channels, and social media such as TikTok, Instagram, Facebook, and YouTube. Custom social content will also be created to emphasize Hyundai's proof points of quality.
One notable piece of social content is "500K Elantra," which showcases a 2006 Elantra nearing 500,000 miles. This highlights Hyundai's pride in both older models and newer ones due to their lasting build quality. Another piece titled "Now Untrending" contrasts fleeting social media trends with the enduring nature of Hyundai vehicles.
Celebrating Milestones
To mark the 20th anniversary of the Hyundai Tucson, imagery will be published showcasing both the 2005 Tucson and the upcoming 2025 model. This will highlight key features and changes over the years.
The campaign was developed in collaboration with INNOCEAN USA while Canvas coordinated media buys. It aims to break through typical auto ad clutter by focusing on thoughtful integration of quality into every model.
Industry Recognition
Hyundai currently leads in IIHS Top Safety Pick & TSP+ awards with nine accolades for various models including the IONIQ 6 and Kona. These awards reflect Hyundai's industry-leading standard safety equipment known as SmartSense.
The list of awarded models includes:
- 2024 IONIQ 6 TOP SAFETY PICK+
- 2024 Kona TOP SAFETY PICK+
- 2024 Tucson TOP SAFETY PICK+
- 2024 IONIQ 5 TOP SAFETY PICK+
- 2024 Elantra TOP SAFETY PICK
- 2024 Palisade TOP SAFETY PICK
- 2024 Santa Cruz TOP SAFETY PICK
- 2024 Sonata TOP SAFETY PICK
- 2024 Santa Fe TOP SAFETY PICK
Hyundai’s U.S. Operations
Hyundai Motor America offers a technology-rich lineup of cars, SUVs, and electrified vehicles in the U.S., supporting its Progress for Humanity vision. Significant operations include its North American headquarters in California and manufacturing plants in Alabama and Georgia.
The company’s operations contribute $20.1 billion annually to the U.S. economy and support around 190,000 jobs according to a recent economic impact report.
This comprehensive approach underscores Hyundai’s dedication to producing reliable vehicles without compromising on quality or safety standards.
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