Hyundai Motor America eliminates CMO position and divides marketing department

Hyundai Motor America has taken a bold step in reshaping its marketing strategy by eliminating the Chief Marketing Officer (CMO) role and splitting its marketing group into two distinct divisions. This strategic move is designed to optimize marketing performance and better align with the evolving consumer landscape.

According to Angela Zepeda, the former CMO of Hyundai Motor America, the restructuring aims to "drive the 2024 Hyundai Santa Fe into the limelight through an intentional and fresh cultural perspective" while ensuring that the company's marketing efforts are more targeted and effective. The two new divisions will focus on creative marketing leadership and consumer engagement, respectively, allowing for more specialized and efficient marketing operations.

The decision to eliminate the CMO role and split the marketing group is part of Hyundai's broader strategy to enhance its brand communication and consumer experience. By creating two specialized divisions, Hyundai aims to address the unique needs of its diverse consumer base more effectively. This move is expected to lead to more innovative and impactful marketing campaigns that resonate with different segments of the market.

Hyundai's recent marketing campaigns, such as "The Drop," which integrates sneaker culture with the dynamic lifestyle of the new 2024 Santa Fe, exemplify the company's commitment to cultural relevance and consumer engagement. The campaign, developed in collaboration with Culture Brands, a minority- and women-owned agency, highlights Hyundai's dedication to celebrating and representing African American culture in its marketing efforts.

"The Drop" campaign features a sneakerhead who misses out on a hyped release but impresses his friends by pulling up in a 2024 Santa Fe. This creative approach not only showcases the vehicle but also aligns with the experiences and aspirations of Hyundai's target audience. "With 'The Drop,' we're driving the 2024 Hyundai Santa Fe into the limelight through an intentional and fresh cultural perspective," said Angela Zepeda in a press statement.

The restructuring of Hyundai's marketing group is also intended to enhance the company's ability to respond to changing consumer behavior and market trends. By dividing the marketing responsibilities into two specialized divisions, Hyundai can focus more on creative innovation and consumer engagement, ensuring that its marketing efforts are both effective and relevant.

In addition to the restructuring, Hyundai has also launched several other innovative marketing campaigns to promote its electric vehicle lineup. For instance, a recent campaign highlights the benefits of going electric with visually striking ads and partnerships with content creators. This campaign aims to alleviate consumer concerns about switching to electric vehicles and showcase Hyundai's commitment to sustainability and innovation.

Hyundai's decision to eliminate the CMO role and split its marketing group is a strategic move that reflects the company's commitment to staying ahead of the curve in a rapidly changing market. By focusing on creative marketing leadership and consumer engagement, Hyundai aims to enhance its brand communication and drive greater consumer loyalty.

Moreover, the restructuring aligns with Hyundai's broader organizational changes aimed at optimizing performance and addressing evolving consumer buying behavior. The company has also made several leadership changes to support its new marketing strategy and ensure that it is well-positioned to achieve its business goals.

Hyundai Motor America's decision to eliminate the CMO role and split its marketing group into two specialized divisions is a strategic move designed to enhance marketing efficiency and consumer engagement. By focusing on creative innovation and cultural relevance, Hyundai aims to drive greater brand loyalty and achieve long-term success in a competitive market.