Palisade Forum
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New bilingual campaign celebrates Latino ambition and identity with Hyundai’s most advanced midsize SUV
FOUNTAIN VALLEY, Calif., Sept. 24, 2025 – Hyundai Motor America, in collaboration with Lopez Negrete Communications, has unveiled a new marketing campaign, “Elevating What’s Next,” to introduce the all-new 2026 Palisade Hybrid. Designed to deliver the perfect balance of utility and premium capability, the Palisade Hybrid aims to redefine the travel experience for Hispanic families. The bilingual campaign, featuring both Spanish and English content, will roll out across linear and digital platforms beginning September 24, 2025.
“Our new Palisade Hybrid campaign taps into authentic cultural storytelling and the modern Hispanic experience, deepening Hyundai’s connection with Hispanic consumers. It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “With ‘Elevating What’s Next,’ we show that the Palisade Hybrid is more than just an SUV. It’s a trusted companion on life’s journey, supporting personal growth, family, and achievement as they reach new heights of success.”
At the heart of the campaign lies a powerful insight: “The desire to do more, achieve more, and be more, while staying true to your values.”
The Palisade’s advanced features are seamlessly integrated, reinforcing the vehicle’s role in enabling comfort, confidence and growth in everyday life and milestone moments alike. Rooted in Hyundai’s brand promise of optimism, the campaign positions the Palisade Hybrid as a symbol of resilience, progress and defining moments.
“American Latino consumers strive for personal and professional growth without compromising their identity or values,” said Alex López Negrete, chief executive officer and president, Lopez Negrete Communications. “As Hyundai's Hispanic Agency of Record, we are proud to represent a brand that strives to be an authentic voice for the Latino consumer and one that encourages the authentic reflection of our values, dreams and real-life experiences. We’re excited about this body of work at the center of which is a story of multi-generational achievement, growth and progress of a Latino family, and of course, a star protagonist: the 2026 Hyundai Palisade.”
Equipped with state-of-the-art technology and the latest safety enhancements, drivers can feel confident and protected on the road in the new Palisade Hybrid. In addition to its advanced features, the SUV also offers a spacious and comfortable interior, making it an ideal vehicle for families looking to upgrade their driving experience.
The creative idea was brought to life under the direction of renowned Hispanic filmmaker Wes Walker, featuring a groundbreaking bilingual score from award-winning duo Sofi Tukker—performing in Spanish for the first time—in a uniquely bilingual score produced by Grammy award-winning performer and producer Andrés Levin.
FOUNTAIN VALLEY, Calif., Sept. 24, 2025 – Hyundai Motor America, in collaboration with Lopez Negrete Communications, has unveiled a new marketing campaign, “Elevating What’s Next,” to introduce the all-new 2026 Palisade Hybrid. Designed to deliver the perfect balance of utility and premium capability, the Palisade Hybrid aims to redefine the travel experience for Hispanic families. The bilingual campaign, featuring both Spanish and English content, will roll out across linear and digital platforms beginning September 24, 2025.
“Our new Palisade Hybrid campaign taps into authentic cultural storytelling and the modern Hispanic experience, deepening Hyundai’s connection with Hispanic consumers. It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “With ‘Elevating What’s Next,’ we show that the Palisade Hybrid is more than just an SUV. It’s a trusted companion on life’s journey, supporting personal growth, family, and achievement as they reach new heights of success.”
At the heart of the campaign lies a powerful insight: “The desire to do more, achieve more, and be more, while staying true to your values.”
The Palisade’s advanced features are seamlessly integrated, reinforcing the vehicle’s role in enabling comfort, confidence and growth in everyday life and milestone moments alike. Rooted in Hyundai’s brand promise of optimism, the campaign positions the Palisade Hybrid as a symbol of resilience, progress and defining moments.
“American Latino consumers strive for personal and professional growth without compromising their identity or values,” said Alex López Negrete, chief executive officer and president, Lopez Negrete Communications. “As Hyundai's Hispanic Agency of Record, we are proud to represent a brand that strives to be an authentic voice for the Latino consumer and one that encourages the authentic reflection of our values, dreams and real-life experiences. We’re excited about this body of work at the center of which is a story of multi-generational achievement, growth and progress of a Latino family, and of course, a star protagonist: the 2026 Hyundai Palisade.”
Equipped with state-of-the-art technology and the latest safety enhancements, drivers can feel confident and protected on the road in the new Palisade Hybrid. In addition to its advanced features, the SUV also offers a spacious and comfortable interior, making it an ideal vehicle for families looking to upgrade their driving experience.
The creative idea was brought to life under the direction of renowned Hispanic filmmaker Wes Walker, featuring a groundbreaking bilingual score from award-winning duo Sofi Tukker—performing in Spanish for the first time—in a uniquely bilingual score produced by Grammy award-winning performer and producer Andrés Levin.