Hyundai targets Hispanic drivers with Kona push

The story highlights the vehicle's connectivity and versatility, including the use of onboard Wi-Fi

Hyundai Motor America has launched a bilingual marketing campaign for the 2026 Hyundai Kona, targeting U.S. Hispanic consumers through a creative concept built around the phrase No Inventes.

The campaign, which launched uses culturally relevant storytelling to position the Kona as a vehicle for young consumers navigating ambition, creativity, family life and personal independence.

Campaign built around cultural expression

Rather than adapting an existing campaign, Hyundai developed No Inventes around a phrase commonly used in Hispanic and Latino communities to express surprise or disbelief.

In the campaign, the expression is reframed as an encouragement to pursue individual goals and define success independently. The creative centres on a young couple, including a photographer, whose daily lives and professional ambitions are supported by features of the 2026 Hyundai Kona.

The story highlights the vehicle's connectivity and versatility, including the use of onboard Wi-Fi to create a mobile workspace during a remote photography assignment.

Hyundai focuses on growth opportunity

The campaign reflects Hyundai's efforts to strengthen its position among Hispanic consumers, a segment the company identifies as an important growth market.

Sean Gilpin, Chief Marketing Officer, Hyundai Motor America: "The 2026 Hyundai Kona is one of the most strategically important vehicles in our lineup, and the U.S. Hispanic market represents one of our most important growth opportunities. For many young Latino consumers, the Kona may be the first Hyundai they consider, and its design, value and versatility make it a natural introduction into the brand. 'No Inventes' is designed to introduce this generation to Hyundai on their terms, with the goal of turning a first Kona into the beginning of a Hyundai relationship that can grow across our entire lineup over time."

Bilingual strategy across multiple channels

The fully integrated campaign includes English and Spanish television commercials, social media content, influencer partnerships, streaming advertising, audio placements and digital activations.

According to Hyundai, the campaign was developed specifically to reach Gen Z and Millennial Latino audiences through platforms and formats aligned with their media consumption habits.

Erik Thomas, Director, Experiential and Multicultural Marketing, Hyundai Motor America: "The 2026 Hyundai Kona was designed for drivers whose lives are constantly in motion, with bold styling, a refined interior and features like onboard Wi-Fi that can help turn the vehicle into a mobile workspace. U.S. Hispanic consumers are a core audience for this vehicle, so we made a deliberate choice to build 'No Inventes' as a fully bilingual campaign created in Spanish and English, distributed across the platforms where young Latinos spend their time, and brought to life with creators and influencers from within the community."

Creative team draws on Latino culture

The campaign was developed by Lopez Negrete Communications and directed by filmmaker Phillip R. Lopez.

Creative elements include contributions from fashion designers Alejandra Aguirre and Mabel Aguirre of Cadena Collective, while music production was led by Andrés Levin. The campaign soundtrack features La Cumbia de los Corazones Rotos by Los Eclipses.

Alex López Negrete, President and CEO, Lopez Negrete Communications: "'No Inventes' reflects a sentiment that resonates deeply with young Latinos today. We wanted to create work that felt authentic to how this generation speaks, lives, creates, and moves through the world. This campaign is ultimately about possibility, showing young Latinos navigating ambition, creativity, family, and self-expression on their own terms, while positioning Hyundai as a partner that helps empower that journey."

www.hyundaiusa.com

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