(l to r) Brandon Ramirez, director, corporate social responsibility, Hyundai Motor America, Sandra Pisano, PsyD, Director, Behavioral Health, AltaMed, Fanny Oliveira, Sr. director of Development, AltaMed Foundation, in Los Angeles, Calif. on October 14, 2022. (Photo/Hyundai)
At the close of Hispanic Heritage Month (Sept. 15–Oct. 15) Latino Traffic Report has learned that Hyundai honored the Hispanic and Latinx communities with a multifaceted program that included philanthropic and community-based support and sponsorships including:
- Hyundai Hope donations to empower future generations through education
- Community support from Hyundai’s employee resource group (ERG), Amigos Unidos
- Partnership with the Latin American Museum in Long Beach (MOLAA)
- Participation in the Congressional Hispanic Caucus Institute (CHCI) leadership conference
- Hyundai’s Hispanic marketing agency, Lopez Negrete Communications, FIFA campaign
“Hispanic and Latino Americans have long played a pivotal role enriching our culture and economy and serve as a key driving force of the automotive industry,” said José Muñoz, president and CEO, Hyundai Motor North America. “America’s diversity has always been one of our greatest strengths as a nation and we are proud to support and spotlight the Hispanic community’s rich and diverse heritage, achievements and contributions that have made our country better and stronger.”
Members of Hyundai’s Employee Resource Group, Amigos Unidos, with Lourdes Ramos, PhD, president and CEO, MOLAA, Alison Heney, PhD, vice president of learning and public programs, MOLAA, in Long Beach, Calif., October 10, 2022. (Photo/Hyundai)
Philanthropic Commitments
Hyundai donated $25,000 to The East Los Angeles Community Union (TELACU) College Success Program to increase the number of Hispanic and Latino first-generation students from underserved communities majoring in the fields of STEM and business.
Hyundai Hope contributed to the AltaMed Foundation to support programs and resources providing mental health services to underserved communities.
Amigos Unidos Community Work
Hyundai and its employee resource group (ERG), Amigos Unidos, hosted the Fifth Annual Hyundai Career Experience Virtual Program for first- and second-year college students to learn about automotive career opportunities.
For a second year in a row, Hyundai’s Amigos Unidos ERG members volunteered their time and provided financial assistance to community-based organization, Project Youth OCBF in Santa Ana to keep at-risk youth in school, healthy and drug-free through education, counseling, mentoring, and family strengthening.
Latin American Museum in Long Beach (MOLAA) Sponsorship
Hyundai donated $14,000 to the Museum of Latin American Art (MOLAA) Youth Art and Hispanic Heritage Programs and is sponsoring the Día de los Muertos community celebration and exhibit. For more information, please visit 2022 MOLAA Day of the Dead Festival.
Thought Leadership
Hyundai Motor North America’s Gil Castillo, senior group manager, product strategy and regulatory compliance, participated in the Congressional Hispanic Caucus Institute (CHCI) Leadership Conference “Building a Climate Resilient Nation: Green American Communities and Business” in Washington, D.C to discuss Hyundai’s electrification and carbon neutrality goals.
Hispanic Agency of Record and FIFA Content
Hyundai’s multicultural marketing group together with its newly selected U.S. Hispanic agency, Lopez Negrete Communications, unleashed the passion for soccer, starting with families, with original, culturally curated content awarding four Hispanic winners to attend the FIFA World Cup Qatar 2022. Selected winners will be sharing their experience and journey of a lifetime during the live, global event that scores high among U.S. Hispanics.
Not all automakers make reaching out to the Latino community a priority. Bravo to Hyundai for its efforts.