Hyundai Motor is standing by its diversity, equity, and inclusion (DEI) policy. This decision contrasts with former President Donald Trump’s opposition to such initiatives.
Recently, Fox Business reported that Hyundai’s DEI-driven strategy has boosted sales and revenue. The company credits this approach for its success.
Eric Thomas, Hyundai’s Director of Experiential and Multicultural Marketing, highlighted its impact. Speaking with Digiday, he said, “In terms of the creative that we’re doing and the work that we’re doing with Culture Brands, it’s born from a recognition that it drives sales, drives the bottom line for the company.”
To reinforce this, Hyundai launched a multicultural marketing campaign targeting the Black community. The ad, Play for the Car, features a Black couple driving the 2025 Hyundai Sonata Hybrid, enjoying everyday moments.
Last year, Hyundai’s U.S. sales increased 7.7%, reaching $120 billion. The company attributes this growth to its ongoing DEI efforts.
Other major corporations, including Apple and Costco, also continue to uphold DEI initiatives.
In contrast, Trump issued executive orders to limit DEI policies. His administration restricted DEI programs in the military, banned transgender women from women’s sports, and pushed to end DEI policies in federal agencies and contractors.
BY HYOUNGJAE KIM [kim.ian@koreadaily.com]
