On March 26, President Donald Trump announced a 25% tariff on imported automobiles and specific automobile parts. Now, with a potential reprieve in sight, brands including Hyundai and Nissan have revealed how their marketing departments are navigating the uncertainty.
The levy went into effect on April 3 and applies to imported passenger vehicles and light trucks such as sedans, sport utility vehicles (SUVs), and minivans, as well as parts like engines and transmissions.
However, the imposed auto tariffs have not come without whiplash, and Trump suggested on Monday (April 14) that he is considering a temporary pause to give automakers time to adjust their supply chains.
Amid the chaos, automakers are still bracing for potential price hikes and lower sales; some, including Ford and Hyundai, have temporarily locked prices to reassure consumers.
On the ground at the 2025 New York International Auto Show, ADWEEK spoke with Hyundai, Nissan, and Kia’s top marketers to discuss their marketing strategies amid tariff uncertainty.
Sean Gilpin, CMO, Hyundai Motor America
On April 11, Hyundai launched a promotion ensuring buyers who purchase or lease any new vehicle by June 2 will see no increase in the manufacturer’s suggested retail price (MSRP).
The Korean car marque was one of the few brands, alongside Ford, to directly address the tariff situation with an ad developed by its AOR, Innocean.
The “The Hyundai Way” campaign underscores Hyundai’s commitment to U.S. customers.
“It was a message of assurance to give [customers] confidence,” Gilpin, who was elevated to Hyundai’s CMO in August 2024, told ADWEEK. “When we surveyed customers, we saw that [they] didn’t exactly know how a tariff works, but were concerned that tariffs were going to make things more expensive.”
He said the brand has already seen positive results from wading into the tariff conversation, with browsing activity on its dealer website up 20% to 30% in the aftermath.
“The Hyundai Way” will run over the next several weeks across national TV, digital, social, sports programming like the NBA Playoffs, MLB regular season, and PGA Golf Tournaments, and through audio sponsorships with podcast and streaming partners.
Forecasters have been cutting their ad spend projections for the year, including Magna, which lowered its U.S. outlook by 0.6% in March—but Gilpin doesn’t believe auto tariffs will impact Hyundai’s media budget.