Car Dealership Guy Podcast

#141 How an Ex-Hyundai CMO Is Taking on Her Biggest Challenge Yet… X | Angela Zepeda, Global Head of Marketing for X

Dec 3, 2024

Angela Zepeda, the Global Head of Marketing for X and former CMO of Hyundai, discusses her transformative journey in redefining brand narratives. She reflects on Hyundai’s shift towards EV innovation and its impact on consumer trust, especially through strategies like the 100,000-mile warranty. Zepeda shares insights on the challenges of transitioning to a digital platform, emphasizing the importance of authenticity and responsive marketing in today’s landscape. She also explores how local dealers can effectively harness social media to engage customers.

46:54

Episode guests

Angela Zepeda

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Episode notes

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Quick takeaways

Angela Zepeda transformed Hyundai's brand perception in the U.S. by democratizing luxury features and enhancing its market competitiveness.

Hyundai's significant investment in EV innovation has positioned the brand as a leader in the electric vehicle sector for future growth.

As the Global Head of Marketing at X, Zepeda aims to redefine the platform's innovation and user engagement amid evolving social media dynamics.

Deep dives

Angela Zepeda's Career Journey

Angela Zepeda reflects on her career trajectory, beginning with her initial ambitions of becoming a fashion designer before pivoting to communications and advertising. After obtaining her degree from Cal State Fullerton, she got her start in the advertising sector by working with various auto brands, ultimately leading her to a prominent position at Hyundai. As a CMO of Hyundai, she oversaw significant brand transformations that elevated Hyundai's image in the U.S. market, marking her substantial impact in the industry. Her extensive experience sets the stage for her new role as the global head of marketing at X.

Intro

3min

Navigating the Automotive Landscape

11min

Unveiling the Hidden Successes of a Global Automotive Brand

2min

Hyundai's Warranty and Market Dynamics

9min

The Journey from Anonymity to Authenticity on Social Media

2min

Navigating Marketing in a Changing Media Landscape

12min

Navigating High-Profile Brand Management

2min

Navigating New Beginnings in Marketing

4min

Welcome to the Car Dealership Guy Podcast. In this episode, I'm speaking with Angela Zepeda, Global Head of Marketing for X, where we discuss: Her role in reshaping Hyundai's brand presence in the American Zeitgeist, Why Hyundai is leaning into EV innovation, and her vision for taking on her biggest challenge yet... the social platform, X.

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Topics:

(00:00:00) - Intro

(00:01:11) - Angela’s background and career

(0:05:59) - The transformation of the Hyundai brand

(00:09:28) - Why are non-EV shoppers buying Hyundai?

(00:11:19) - The Hyundai-Amazon Partnership

(00:15:07) - What has Hyundai that the average consumer doesn’t notice that has impacted the success of the brand?

(00:18:06) - What’s your honest take on the brand’s future?

(00:21:14) - The future of car sales

(00:23:12) - Taking on the role of CMO at X