Hyundai Motor America is launching a multifaceted campaign to honor the Hispanic and Latinx communities.
In celebration of Hispanic Heritage Month, the effort includes philanthropic and community-based support as well as sponsorships highlighting Hispanic achievements.
Hispanic Americans are a key driving force of the automotive industry, says Angela Zepeda, CMO, Hyundai Motor America.
According to Autoproyecto and other reports, Hispanics represent 18% of the U.S. population, yet account for 24% of all car sales and have the potential to buy more cars over their lifetime than non-Hispanics.
The Hispanic population in America is currently around 61 million, and Nielsen projects that Hispanics will contribute more growth than any other population segment in the U.S., comprising 53% in just the next five years, according to Intermark Automotive.
CANELA.TV Journey To Success Presented by Hyundai highlights stories of Hispanic heroes and explores a day in their lives. The six-episode inspirational series features actress Kiki Melendez, singer La Marisoul and designer Edoardo Chavarin. The series is available to stream.
Hyundai is also presenting CANELA.TV’s My Latin Roots section featuring classic films from Mexico’s Golden Age of Cinema.
Separately, the automaker will make a $25,000 donation to The Hispanic Scholarship Fund, an organization founded in 1975.
Finally, Hyundai and its employee resource group, Amigos Unidos, will host the Fourth Annual Hyundai Career Experience Virtual Program for first- and second-year college students to learn about automotive career opportunities.
Hyundai’s Amigos Unidos ERG members have also been volunteering their time and providing financial assistance to community-based organizations in California, including Someone Cares Soup Kitchen.