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African-American marketing firm FUSE has just been tapped by Hyundai Motor America to help the automaker target Black consumers. This will be the automaker’s first effort to target the Black car buyer. The deal was announced at the Rainbow PUSH Automotive Summit in Detroit this month, reports Target Market News.

The first thing FUSE, whose other clients have included Edward Jones, Gillette, IBM, and the Obama campaign, will tackle for the car company is a new advertising campaign entitled “Hyundai Smarter.” Looking to reach female car buyers, the campaign focuses on everyday women and issues of importance to them. Smart move, since more than 80 percent of automotive purchase decisions are influenced by women. Plus the ethnic consumer market accounts for 1 out of 4 new car buyers, according to research firms Auto Alliance and IHS Automotive.

“We celebrate the successes and contributions of women,” says Zafar Brooks, Director, Diversity and Inclusion, Hyundai Motor America. “We are proud to launch this campaign, which speaks to the interests of the multicultural women market. The growth of this segment is significant, and it is critical that we address its important needs of safety, reliability and value. The all-new 2015 Sonata is a Smart Choice that meets the demands of this market.”

The Hyundai Smarter campaign will run now until November 21st. We’ve attached a clip before. Does it make you want to buy a Hyundai?

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