FOUNTAIN VALLEY, Calif., Sept. 24, 2025 – Hyundai Motor America, in collaboration with Lopez Negrete Communications, has unveiled a new marketing campaign, “Elevating What’s Next,” to introduce the all-new 2026 Palisade Hybrid. Designed to deliver the perfect balance of utility and premium capability, the Palisade Hybrid aims to redefine the travel experience for Hispanic families. The bilingual campaign, featuring both Spanish and English content, will roll out across linear and digital platforms beginning September 24, 2025.
“Our new Palisade Hybrid campaign taps into authentic cultural storytelling and the modern Hispanic experience, deepening Hyundai’s connection with Hispanic consumers. It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “With ‘Elevating What’s Next,’ we show that the Palisade Hybrid is more than just an SUV. It’s a trusted companion on life’s journey, supporting personal growth, family, and achievement as they reach new heights of success.”
At the heart of the campaign lies a powerful insight: “The desire to do more, achieve more, and be more, while staying true to your values.”
The Palisade’s advanced features are seamlessly integrated, reinforcing the vehicle’s role in enabling comfort, confidence and growth in everyday life and milestone moments alike. Rooted in Hyundai’s brand promise of optimism, the campaign positions the Palisade Hybrid as a symbol of resilience, progress and defining moments.
“American Latino consumers strive for personal and professional growth without compromising their identity or values,” said Alex López Negrete, chief executive officer and president, Lopez Negrete Communications. “As Hyundai’s Hispanic Agency of Record, we are proud to represent a brand that strives to be an authentic voice for the Latino consumer and one that encourages the authentic reflection of our values, dreams and real-life experiences. We’re excited about this body of work at the center of which is a story of multi-generational achievement, growth and progress of a Latino family, and of course, a star protagonist: the 2026 Hyundai Palisade.”
Equipped with state-of-the-art technology and the latest safety enhancements, drivers can feel confident and protected on the road in the new Palisade Hybrid. In addition to its advanced features, the SUV also offers a spacious and comfortable interior, making it an ideal vehicle for families looking to upgrade their driving experience.
The creative idea was brought to life under the direction of renowned Hispanic filmmaker Wes Walker, featuring a groundbreaking bilingual score from award-winning duo Sofi Tukker—performing in Spanish for the first time—in a uniquely bilingual score produced by Grammy award-winning performer and producer Andrés Levin.
About Lopez Negrete Communications
Lopez Negrete Communications stands as one of the premier and longest-standing Hispanic-owned and -operated, full-service agencies in the United States. The agency specializes in providing marketing services to corporations wishing to reach and engage with America’s large and influential Hispanic consumer segment. Founded in 1985 by Alex and Cathy López Negrete, the agency offers thought leadership and a full range of marketing, advertising, and communications services. The wide array of services includes strategic planning, brand strategy, creative and production, research and consumer insights, media planning and buying, digital/social/mobile marketing services, public relations, and promotions. With headquarters in Houston, Texas, Lopez Negrete Communications employs nearly 100 professionals who are dedicated to delivering the promise of Maximum Return on Cultural Intelligence and is a founding agency member of both the Hispanic Marketing Council and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM).
About Hyundai Motor America
Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company’s Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America (in development in Georgia), and several cutting-edge R&D facilities. These operations, combined with those of Hyundai’s 850 independent dealers, contribute $20.1 billion annually and 190,000 jobs to the U.S. economy, according to a recent economic impact report. For more information, visit. www.hyundainews.com.
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