Kia EV9: Launching America's First Electric Full-Size SUV Into the Hispanic Market.
The Kia EV9 was a historic milestone — Kia's first-ever electric full-size SUV. The challenge was equally historic: break through with the fastest-growing EV-adopting demographic in America before competitors could establish a foothold. Autoproyecto was selected to execute a culturally-driven branded content series to build awareness, shift perception, and drive purchase intent among US Hispanic audiences.
The Result: Every Metric. Excellent.
The three-part branded content series achieved "Excellent" ratings across all nine Kantar brand metrics — the highest classification possible. Among Hispanic women, it delivered the largest gains of the entire campaign: +33 pts in unaided awareness, +16 pts in purchase intent, and +14 pts in consideration — moving the household's primary decision-maker from invisible to in-market.
The Most Underserved Buyer in the EV Market: The Hispanic Woman.
Hispanic women drive 84% of all vehicle purchase decisions and represent 43% of total vehicle sales. S&P Global Mobility data shows that 14.2% of minority women who own a hybrid transition to an EV next — compared to just 9.8% for the general market. This is the highest conversion rate of any demographic segment. Autoproyecto's branded content was engineered to speak directly to this audience — building the trust and cultural resonance required to move the household's primary decision-maker from consideration to purchase intent.
Every Metric. Excellent. Validated by Kantar.
Across all nine brand metrics measured, the Kia EV9 branded content series achieved "Excellent" classification — placing in the 80th–100th percentile of Kantar US Norms.
Source: Kantar Brand Lift Study · US Hispanic Auto Norms
The Content Didn't Just Perform — It Transformed Perception.
Across all creative evaluation categories, the Kia EV9 content on Autoproyecto significantly outperformed US Norms, classified as "Active-Positive" — the highest engagement quadrant.
Classified as Highly Involving and Unique.
The Verdict: Culturally Intelligent Content Wins the EV Race.
The Kia EV9 branded content series proved that reaching the Hispanic market is not a media problem — it is a cultural intelligence problem. By producing a three-part video series distributed across digital, national television, streaming, and social platforms, Autoproyecto delivered "Excellent" performance across every single Kantar metric. The campaign established the EV9 as a category trendsetter, built lasting brand salience, and activated the highest-value buyer segments — including in-market buyers and the Hispanic female household decision-maker. This is what happens when content is engineered for culture, not just reach.
Aided Brand Awareness. Top-of-funnel saturation achieved.
Among in-market buyers. The content moved the needle where it matters most.
Of viewers said the content provided new information. The EV9 is now the reference point for the category.
Deploy your next EV launch with cultural intelligence.