Automaker Hyundai renewed its commitment to marketing efforts focused on diversity, equity, and inclusion as similar initiatives have decreased in popularity.

Hyundai confirmed it is keeping its contracts with African American marketing agency Culture Brands, which began in 2021, and Hispanic marketing agency Lopez Negrete Communications, which began in 2022. Hyundai Motor America’s director of experiential and multicultural marketing, Erik Thomas, claimed that multicultural customers make up 30% of car sales but did not share the revenue made.