Hyundai Celebrates Success and Diversity Among Women

New Ad Campaign by Hyundai Showcases Everyday Women and Spotlights the Power of 'Smarter Choices' in Driving Success
by VERGE Staff | News and Culture | Monday, October 27, 2014

hyundai diversity rashin ali

Hyundai launched a new advertising campaign, "Hyundai Smarter," during its #SmarterLiving event at The Estate in Atlanta on Tuesday, October 21. The new advertising campaign focuses on everyday women and issues of importance to them. 

According to sources from Auto Alliance and IHS Automotive: more than 80 percent of automotive purchase decisions are influenced by women, and the ethnic minority market represents 1 out of 4 new car buyers. Hyundai understands this buying segment is important and is discerning about how they spend their money, time and resources. 

The Atlanta event served as the official launch of the campaign and introduced the newly-designed 2015 Sonata to the all-important women's market. It also featured a distinct panel of women influencers, including Shantis Das (Founder of Press Reset/Hip Hop Professional), Myleik Teele (Founder of Curlbox), Rashan Ali (Media Personality), Christine White (Lawyer and Tech Investor), and Marshawn Evans (Motivational Speaker), each of whom is included in the Hyundai SmarterLiving web series. The event was hosted by James Andrews (True Story) and was attended by over 150 of Atlanta's opinion leaders and social media bloggers. Participants were treated to a private performance by Grammy Award-winning artist Kelly Price, whose hit song, "It's My Time," is featured in the campaign.  Hyundai also presented a $5,000 donation to the STEM ambassadors program at Spelman College.

Ms. Shanti Das, Hyundai SmarterLiving panelist and entertainment industry executive, shared her story about how her pursuit of dreams and making smart choices have contributed to her success. "Working hard to pursue ones dreams is a universal truth for all women. In today's fast-paced environment of personal, professional and social living, women want to associate with brands that understand our unique needs and value our time as a priority," says Das. "I think the Hyundai Smarter campaign aligns with my principals of using my financial resources well and my desire for safety, function and style. Hearing the stories of other women who have followed their own voices to create the best choices for themselves, inspire me to keep reaching for my own new possibilities."

Hyundai, the international car company with its U.S. headquarters based in Southern California, has a long tradition of connecting its brand to issues of importance to its consumers. A central element of the campaign is a Smarter Living video series, which profiles the stories of 22 women, who are trendsetters and game changers in their chosen fields. They share their own stories and how making smart choices has allowed them to improve their health, happiness and well-being as well as of their families and communities.

"We celebrate the successes and contributions of women," says Zafar Brooks, Director, Diversity and Inclusion, Hyundai Motor America.  "We are proud to launch this campaign, which speaks to the interests of the multicultural women market. The growth of this segment is significant, and it is critical that we address its important needs of safety, reliability and value. The all-new 2015 Sonata is a Smart Choice–that meets the demands of this market." 

For more information about diversity at Hyundai, visit: HyundaiDiversity.com

Photo caption: (left to right) Rashan Ali, Myleik Teele, Marshawn Evans, Shantis Das, Christine White and moderator Isha Sesay. Photo credit: Hyundai Motor America



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