Faced with economic uncertainty and looming tariffs, automotive marketers like Hyundai are emphasizing flexibility and speed in their advertising strategies. In anticipation of a potential 25% tariff on imported vehicles, Hyundai launched a swift campaign on April 11, promising to maintain its current sticker prices through June.
This rapid rollout, assembled in just a week, reflects the agile approach marketers must adopt in today’s shifting landscape. The automotive industry, which invested $14.3 billion in U.S. ad spend in 2023, is actively maneuvering through political and economic turbulence, with Hyundai alone spending over $600 million on advertising last year.
Hyundai’s Strategic Media Campaign Leverages American Manufacturing and Pre-Purchased Ad Investments
Hyundai’s 30-second advertisement highlights its price-hold pledge and features footage from its assembly plants in Georgia and Alabama. By showcasing its American manufacturing presence, Hyundai aims to reassure consumers about affordability and national production amidst tariff concerns.
While this patriotic messaging has been a common theme across the industry—mirrored by Ford and Stellantis—Hyundai’s Chief Marketing Officer, Sean Gilpin, emphasized that their approach remained consistent with the brand’s usual reassuring tone, avoiding overuse of nationalistic symbolism.
Hyundai Holds Prices and Speeds Up Messaging as Tariff Threats Reshape Auto Ad StrategyDespite the campaign’s fast development, Hyundai didn’t rely on last-minute media buys. Instead, the brand leveraged its pre-purchased media from previous upfronts, using these investments strategically across channels.
Major platforms like ESPN and ABC (especially during NBA coverage), along with digital placements in MLB, PGA, and Premier League content, were key in amplifying the campaign. This approach allowed Hyundai to pivot the message quickly without additional costs by reallocating existing assets across traditional and digital touchpoints.
Hyundai Adapts Media Strategy To Shifting Consumer Behavior And Unpredictable Market Dynamics
Hyundai’s media strategy spans platforms such as Instagram, TikTok, YouTube, and search engines, aiming to target both broad awareness and lower-funnel consumers. Interestingly, the brand has seen a shift in consumer behavior due to tariff concerns—more shoppers are accelerating their purchase decisions, leading to an increase in category-level searches rather than exploratory browsing.
While search for tariff-free vehicles isn’t common, Hyundai is still seeing a notable uptick in site engagement and purchase intent as consumers try to buy before potential price hikes.
Looking ahead, Hyundai plans to maintain an “always-on” media presence, balancing large-scale brand moments with responsive, targeted messaging. Gilpin suggested that while they don’t specifically reserve media spend for emergencies, the company is ready to act quickly if future conditions warrant it.
The brand’s confidence in its long-term strategy and media partnerships positions it to not only react but also lead when competitors pull back. As Hyundai continues to meet with partners ahead of the upcoming upfronts, it aims to reinforce its commitment to staying strong and present in an unpredictable market.
