Tasked with steering their brands down a winding and slippery road, automotive marketers are prioritizing flexibility and speed. To capture consumers buying cars ahead of an anticipated price hit from tariffs, Hyundai has launched a campaign pledging to hold sticker prices steady until June.
The campaign was assembled just a week before its April 11 debut, highlighting the agility required of marketers in this sector right now. Currently, automotive manufacturers are preparing to weather a 25% tariff on imported cars — though President Trump is reportedly considering another stay of execution, adding further uncertainty to an already unpredictable spring. Per MediaRadar, the sector accounted for $14.3 billion of U.S. ad spend last year and according to Statista, Hyundai alone invested over $600 million in advertising in 2023.
The ad itself is a 30-second spot highlighting a pledge to hold its recommended retail price steady until the beginning of June, and features workers at assembly plants located in Georgia and Alabama — a wink to being American-made, and a nod intended to reassure consumers over tariff fears.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply