Hyundai has launched a new marketing campaign highlighting the 2024 Santa Fe as a “refined-Rugged Suv,” perfectly tailored for Asian American couples and families seeking both everyday excitement and sophisticated comfort. This campaign, developed in collaboration with TEN Advertising, aims to resonate with consumers who value a vehicle that embodies both robust capability and premium features.
The campaign, which premiered on March 15th, features two distinct advertisements, “Ruggedness” and “Wide Open Space.” These ads showcase the Santa Fe’s ability to seamlessly blend a durable exterior and all-wheel-drive (AWD) performance with a luxurious and spacious interior. This positioning emphasizes the Santa Fe as more than just an SUV; it’s a versatile companion for those who embrace an active lifestyle without compromising on refinement.
Defining the Rugged SUV: What Makes the Santa Fe Stand Out?
The “rugged SUV” designation is central to the 2024 Santa Fe campaign. But what exactly defines a rugged SUV, and how does the Santa Fe embody these qualities? A rugged SUV typically offers a combination of:
- Robust Exterior Design: A strong and assertive visual presence that communicates durability and capability. The Santa Fe’s redesigned exterior emphasizes a solid stance and confident lines, setting it apart in the competitive SUV market.
- All-Wheel Drive Capability: Essential for navigating varied terrains and weather conditions, AWD provides enhanced traction and control. The Santa Fe’s HTRAC AWD system is a key feature, enabling drivers to confidently explore beyond paved roads.
- Off-Road Readiness (in specific trims): Select models like the Santa Fe XRT are designed to amplify off-road adventures with specialized features, further cementing its rugged credentials.
- Spacious and Versatile Interior: Ruggedness doesn’t mean sacrificing comfort. The Santa Fe balances its tough exterior with a spacious, well-appointed interior, offering ample room for passengers and cargo, making it ideal for both daily commutes and weekend getaways.
The “Ruggedness” ad specifically highlights the Santa Fe XRT model, featuring an Asian American couple spontaneously venturing off the beaten path. This showcases the vehicle’s ability to handle unexpected detours and unpaved roads with its standard HTRAC AWD, emphasizing the adventurous spirit the Santa Fe aims to inspire.
Campaign Themes: “Ruggedness” and “Wide Open Space”
The two campaign ads, “Ruggedness” and “Wide Open Space,” delve into different facets of the Santa Fe’s appeal as a rugged SUV:
- “Ruggedness”: This ad, as described above, focuses on the Santa Fe’s off-road capabilities and durable nature. By depicting a couple embracing spontaneous adventure, it connects the vehicle with a desire for exploration and breaking free from routine. The Santa Fe XRT, with its enhanced rugged features, takes center stage, reinforcing the message of a capable and adventurous SUV.
- “Wide Open Space”: Complementing the “Ruggedness” theme, this ad emphasizes the Santa Fe’s spacious and premium interior. It portrays the vehicle as not just a mode of transportation but also a comfortable and sophisticated space for family life and peaceful retreats. This highlights the dual nature of the Santa Fe – rugged on the outside, refined on the inside.
Angela Zepeda, chief marketing officer of Hyundai Motor America, emphasized the campaign’s intent to connect with Asian American consumers by showcasing the Santa Fe’s features that align with their values and heritage. The campaign recognizes the Asian American pursuit of an exciting lifestyle, blending outdoor experiences with the demand for premium and sophisticated spaces.
Targeting the Asian American Market
Hyundai’s targeted approach towards the Asian American market is a key aspect of this campaign. TEN Advertising, the agency behind the creative, specializes in reaching this demographic. The campaign’s insights are rooted in a comprehensive survey of Asian American consumers’ lifestyles and market preferences.
Asian American consumers represent a significant and growing market segment with specific preferences. They value:
- Premium and Sophisticated Features: A desire for quality, advanced technology, and refined design in their vehicles.
- Versatility and Practicality: Vehicles that can accommodate family needs and diverse lifestyles, from daily commutes to weekend adventures.
- Authenticity and Cultural Relevance: Marketing that understands and respects their cultural background and values.
By highlighting the Santa Fe’s “refined-rugged SUV” characteristics, Hyundai effectively addresses these preferences. The vehicle offers the desired blend of toughness and sophistication, spaciousness and capability, making it a compelling option for Asian American families and couples.
Multi-Channel Marketing and Campaign Credits
The “Ruggedness” and “Wide Open Space” campaigns are deployed across various channels, including TV, digital platforms, social media, and even theater advertising. This multi-pronged approach aims to maximize reach and emotional impact, effectively showcasing the Santa Fe’s design and performance. TEN Advertising has also integrated public relations and experiential elements into the campaign, further amplifying the message and engaging consumers.
The creative team behind this campaign includes:
- Client: Hyundai Motor America
- Agency: TEN Advertising
- Creative Director: Misun Ahn
- Sr. Copywriter: C.K. Han
- Art Directors: Junhee Kim, Joanne Kim
Conclusion: The 2024 Hyundai Santa Fe – A Rugged SUV Redefined
The 2024 Hyundai Santa Fe campaign effectively positions this SUV as a “refined-rugged” vehicle perfectly suited for modern families, especially within the Asian American demographic. By emphasizing its robust exterior, AWD capability, spacious interior, and premium features, Hyundai presents the Santa Fe as a versatile and appealing choice for those seeking adventure without sacrificing comfort and sophistication. The “Ruggedness” and “Wide Open Space” campaigns skillfully capture the essence of this dual appeal, promising consumers a vehicle that enhances every journey, both on and off the road.
