Genesis made one of the smartest decisions possible within the luxury automotive market in the United States: speaking directly to the Latina consumer.
And the numbers clearly explain why.
Over the past 10 years, luxury vehicle purchases among Hispanics have grown 12 times faster than the general market. In addition, more than 52% of Hispanics in the United States now have household incomes above $100,000, transforming the community into one of the country's most important premium consumer segments.
Within Genesis, Latinas currently represent the fastest-growing demographic segment for the brand. In fact, between 2024 and 2025, Latina women were responsible for 24.9% of Genesis' total growth according to S&P Global Mobility, outperforming every other demographic group.
That becomes even more significant when considering that women influence 84% of all vehicle purchase decisions and account for 43% of automotive sales in the United States.
Another impossible reality to ignore: the Hispanic market already represents 18% of luxury automotive sales and drives 68% of the automotive industry's total growth.
For that reason, the "Luxury Within" campaign was not simply multicultural advertising. It was a strategic business decision led by Amy Marentic, CMO of Genesis, and the marketing team to connect with the consumer shaping the future of luxury automotive in America.
"For Genesis, this campaign is about more than language. It is about recognition, relevance and respect. The U.S. Hispanic community is an important force in the growth of our brand, and that growth is being driven by consumers who are deeply influential, culturally connected and intentional about what luxury means in their lives. We understand that success is often defined not only by personal achievement, but by values, family, identity and the legacy being built for the next generation. 'El Lujo Está en Ti' reflects that understanding and represents our commitment to showing up authentically, with cultural meaning, and welcoming Hispanic consumers into Genesis in a way that feels genuine and true to who they are."
— Amy Marentic, CMO of Genesis Motor America
According to the 2025 Stanford Graduate School of Business State of Latino Entrepreneurship Report, Latino-owned businesses became the fastest-growing segment of the U.S. economy between 2017 and 2023, adding 180,000 net new firms, 976,000 jobs, and $337 billion in new revenue. During the same period, White-owned businesses lost 140,000 firms and generated only 1% job growth.
Those numbers further reinforce why luxury brands like Genesis increasingly view Hispanic consumers — particularly affluent Latino entrepreneurs and professionals — as critical to their long-term growth strategy.
Today, cultural connection is no longer optional for brands. It defines commercial success in the United States.
"Luxury Within" Focuses on Cultural Authenticity
Genesis partnered with multicultural agency Dieste Inc. to create an elegant, aspirational narrative culturally connected to millions of Latino families across the country.
Rather than relying on traditional luxury stereotypes, the campaign focuses on personal confidence, identity, and success built through hard work and perseverance. That approach strongly resonates with younger Hispanic generations who value both personal achievement and family roots.
Genesis plans to distribute the campaign across major Hispanic markets including Los Angeles, Phoenix, San Diego, New York City, and Miami while leveraging high-profile events such as the NBA playoffs and World Cup coverage to maximize visibility among Hispanic audiences.
However, considering that Latinas represent the fastest-growing segment for Genesis, it is fair to question whether sports environments are truly the most effective spaces to build a deeper emotional connection with the high-income Hispanic luxury woman now shaping the future of automotive brands.
"Our goal for 'El Lujo Está en Ti' was to create a film that leads with emotion and real cultural fluency. Genesis isn't just changing what elevated driving looks like, it's changing how it feels. This work is meant to inspire, tapping into a kind of effortless confidence where design and performance speak for themselves in a way that feels real and like something people can actually see themselves in."
— Abe Garcia, Chief Creative Officer, Dieste
Genesis Strengthens Its Cultural Presence in the United States
"Luxury Within" does more than promote vehicles. The campaign aims to build a long-term emotional relationship between Genesis and Hispanic consumers in America.
It also reflects how modern luxury has fundamentally evolved. Today, authenticity matters far more than outward status.
Genesis clearly understands that cultural shift. That is why the brand created a campaign blending premium design, Latino identity, and the real aspirations of millions of Hispanic families.
With this strategy, Genesis strengthens its position within the premium automotive segment while simultaneously increasing its cultural relevance across the American marketplace.