Genesis Introduces First Hispanic Campaign 'El Lujo Está en Ti', Celebrating Cultural Identity

Genesis Launches 'El Lujo Está en Ti'

Genesis Motor America has recently unveiled its groundbreaking campaign titled "El Lujo Está en Ti" which translates to "Your Purpose is the Ultimate Luxury." This initiative marks a significant milestone for the luxury automobile brand, representing its first culturally-focused marketing strategy devised specifically for Hispanic consumers. Collaborating with the multicultural agency Dieste, the campaign seeks to resonate deeply with the Hispanic community, illuminating the brand's commitment to inclusivity and cultural representation.

A New Era of Representation

At the heart of this campaign lies a challenge to conventional thinking that suggests past identities define future experiences. Instead, Genesis celebrates the pioneering spirit exemplifying personal journeys, embodying a message that refers to relational values, family ties, and cultural identity, rather than mere societal status. The campaign positions Genesis as a welcoming brand for Hispanic Americans, aiming to resonate with their aspirations and lifestyle.

"At Genesis, we strive to tailor the purchase and ownership experience to meet our customers' unique needs. The Hispanic community is a crucial audience for us," stated Amy Marentic, Genesis Motor America's Chief Marketing Officer. She emphasized that every element of this campaign is crafted to make Hispanic individuals feel like honored guests.

The Genesis GV70 Takes Center Stage

The campaign prominently features the Genesis GV70, a vehicle that amalgamates the brand’s design philosophy of "Athletic Elegance" with top-notch performance. The GV70 appeals to customers seeking an engaging driving experience paired with the spaciousness and versatility characteristic of SUVs. The campaign aims not just to showcase the vehicle’s aesthetics but also to evoke an emotional connection, fostering a sense of belonging among its target audience.

Abe Garcia, Chief Creative Officer at Dieste, expressed the ambition behind the campaign, saying, "We designed 'El Lujo Está en Ti' to be emotionally impactful and authentically relevant to Hispanic culture. We envision a future where elevated driving experiences redefine how we perceive automobiles."

A Diverse Marketing Strategy

The integrated marketing strategy incorporates various aspects, such as 30-second and 15-second advertisements broadcast in both English and Spanish during pivotal cultural moments like the NBA Playoffs, FIFA World Cup, and Major League Soccer matches. Key regions for the campaign include major Hispanic population centers like Phoenix, Los Angeles, Miami, San Diego, and New York. Additionally, it features a Miami-centric advertisement inspired by Caribbean and Cuban cultures, enriching the local essence of the messaging.

Further engagement tactics involve social media, audio, and customer relationship management (CRM), where designed content across platforms like Meta and Instagram Stories focuses on engaging the Hispanic audience through relatable storytelling and lifestyle moments.

Connecting with the Community

Consumers can delve deeper into the essence of "El Lujo Está en Ti" at Genesis.com, where they can explore the full spectrum of Genesis vehicles, including the GV70. This campaign illustrates Genesis' innovative approach to connecting not just with car enthusiasts, but with a vibrant community that values heritage, identity, and emotional connections.

About Genesis and Dieste

Genesis Motor North America is recognized for its dedication to excellence in automotive design, performance, and sustainability. The brand, rooted in Korean hospitality, frames every customer experience focused on respect and values. Dieste, Inc., with its headquarters in Dallas, Los Angeles, and New York, has pioneered approaches to brand communication across cultures, making significant strides in relevance and representation, collecting awards such as Cannes Lions.

As Genesis charts new paths in its relationship with the Hispanic community through 'El Lujo Está en Ti,' it reflects an evolving automotive landscape where brand narratives increasingly intertwine with cultural identity and individual values.