Questions & Answers

"I want to understand WHY that exponential growth is happening... and what would be the comparison if we looked at African American or Asian?"

The growth is structural, not cyclical. S&P Global Mobility registration data shows Hispanic Genesis registrations grew +18.4% YoY (CY24 → CY25) — outpacing the total market at +12.9%. The drivers are compounding: 70% of Hispanic Genesis buyers come from households earning $100K+ — these are affluent, high-intent purchasers, not aspirational browsers. The 35–64 age cohort — peak earning and purchasing years — accounts for 50.6% of all Hispanic Genesis registrations. And Latina women specifically grew at +24.9% YoY, the highest of any segment-gender combination. For comparison: African American grew +13.1%, Asian grew just +0.5%. The Hispanic growth rate is 1.4× the total market and 36× the Asian growth rate. This isn't a trend — it's a demographic shift in who is buying Genesis vehicles.

"If there's a water level that we should never go below because otherwise we lose relevance... then there's a next chunk that gets us X with this audience."

The registration data makes this clear: Hispanic buyers represent 8.4% of Genesis registrations (5,645 units) but receive a fraction of that in dedicated media investment. The principle is straightforward — investment should track contribution. If Hispanic is delivering 8.4% of your volume and growing at 1.4× the market rate, the floor should be at least 8–10% of media spend. Going below that means you're actively losing share to competitors who are investing. The data shows this is already happening: on the G70, Hispanic is the only segment still growing (+6.2%) while every other demographic is declining. On the GV80, Hispanic is growing at +31.2% — nearly 1.4× the model's total growth. These aren't segments you can afford to underinvest in. The "building blocks" above the floor should be model-specific: GV70 and GV80 have the highest absolute unit opportunity, while GV60 has the highest strategic upside for an EV-specific Hispanic campaign.

"I would love for us to think through... like building blocks kind of strategy."

The registration data reveals distinct roles for each segment. African American buyers (6,354 units, +13.1% YoY) are the largest multicultural segment by volume and index heavily on the G90 flagship (+12.6% YoY) — they set the prestige frame. Asian buyers (5,170 units, +0.5% YoY) are concentrated in the GV80 and G90 at the highest ATPs — they validate the engineering and value proposition. Hispanic buyers (5,645 units, +18.4% YoY) are the fastest-growing segment and deliver volume across the entire lineup — they move units at scale. On the GV70 alone, Hispanic and African American together added 941 incremental units YoY. Each segment amplifies a different dimension of brand equity: prestige (Black), credibility (Asian), and scale (Hispanic). The investment strategy should reflect these roles — not identical budgets, but role-specific activation.

Visual projection: CY25 Actual → CY26 Organic Growth → CY26 With Autoproyecto, by model.

The chart below projects CY26 Hispanic registrations across all Genesis models under two scenarios. Scenario A (Organic Growth) applies each model's CY24→CY25 YoY growth rate forward — this is what happens if Genesis does nothing differently. Scenario B (With Autoproyecto) applies the validated 1.5× sales efficiency multiplier from LiftCore's 3× purchase intent lift and waste elimination. The gap between the two scenarios represents the incremental units Genesis leaves on the table without precision Hispanic infrastructure. GV70: 2,463 → 3,086 organic → 3,693 with Autoproyecto (+607 incremental). GV80: 1,745 → 2,289 → 2,833 (+544). G70: 1,030 → 1,094 → 1,230 (+136). Even on declining models like G80 and G90, Autoproyecto reverses the trend by reaching buyers that general-market media misses entirely.

"We want to get to our walk-run on what that means for Hispanic."

Genesis already has a Q2–Q3 2026 GV70 Hispanic campaign planned — you're already walking. The question is what CY26 looks like and what happens over the next three years. Without Autoproyecto, the organic trajectory projects 6,887 total Hispanic Genesis units in CY26. With Autoproyecto's LiftCore on GV70 plus branded content for GV80 and GV60, that number reaches 8,375 — that's 1,488 additional vehicles. The difference comes from one structural change: LiftCore eliminates 40% of ad waste by replacing general-market programmatic with precision targeting built on 17 years of verified in-market Hispanic auto data. The same budget, deployed through infrastructure that actually reaches Hispanic luxury auto buyers, produces 40% more qualified impressions. Year 1 (2026): GV70 LiftCore activation + GV80/GV60 branded content. GV70 Hispanic registrations grew +25.3% YoY to 2,463 units. GV80 is growing +31.2% YoY at the highest ATP ($67K+). The GV60 is the biggest opportunity in the entire lineup — Hispanic EV adoption is 3× the general market rate, and Latinas are the outright majority at 54.2% of Hispanic GV60 buyers. A Spanish-language branded content campaign targeting Latina women captures a market no competitor is addressing. Year 2 (2027): Always-on LiftCore across GV70 + GV80, expanded GV60 EV strategy, dealer-level activation in top Hispanic DMAs. Year 3 (2028): Full lineup deployment with geo-fenced attribution proving store visits. The compound effect over three years: 18,844 Hispanic units vs. 9,917 organic — 8,927 incremental vehicles and $468M+ in additional revenue.

"These are not... I mean, they're fine and like impressions, clicks, but there's so many bots. How are you defining effective?"

We define effectiveness across four measurement lanes, not one. First: media math (impressions, clicks, CTR, VCR) as the baseline. Second: brand safety and viewability through DoubleVerify or IAS — with invalid traffic consistently under 1%. Third: Brand Lift Studies measuring actual perception shift — purchase intent, brand affinity, awareness, familiarity. Our campaigns have delivered 3× purchase intent, 3× brand affinity, and 3× awareness lift, validated through third-party BLS. Fourth: lower-funnel site actions and store visitation. We don't optimize toward any single metric because optimizing for one often optimizes away from another. The goal is to understand the correlation across all four lanes — does brand lift correlate to greater site actions? Does that correlate to store visitation? That's the measurement framework we operate within, and we're happy to align it with Genesis's unified measurement approach.

"Do you have a sales matchback type of measurement?"

Yes. The Brand Lift Study tells us purchase intent increases — our campaigns have driven +37 points in purchase intent. But intent isn't sales. For the sales matchback: we currently have in Beta a tool that directly links T1 campaigns to store visitations using mobile location sharing and dealer geofencing. When a user who was served a LiftCore ad enters the geofenced zone around a dealership, we attribute that visit to the campaign — closing the loop from impression → intent → physical store visit. The tier 1 → tier 2 → tier 3 measurement chain works like this: Tier 1 (national media) drives awareness and intent, measured by BLS. Tier 2 (regional/DMA) drives consideration and site actions, measured by on-site behavior. Tier 3 (dealer level) drives foot traffic and purchase, measured by geofenced store visitation. Each tier feeds the next, and LiftCore tracks the user journey across all three. For context: Hyundai has been an Autoproyecto advertiser for the last 4 years, and we are launching an active Hyundai campaign for Q3 2026. The infrastructure is proven at scale within the same parent company.

"Where do we appear? How come it's not activatable via DV360 or Trade Desk?"

At this time, LiftCore operates as a direct buy. Here's why: The Trade Desk and DV360 support the top 100 premium sites — predominantly general-market, English-language inventory. They have reach into multicultural audiences but not resonance. We built LiftCore starting with Magnite's exhaustive in-language domain list across the global internet — OLV, CTV, display. Then we prioritized long-tail domains tied to home countries: Venezuela, Colombia, Ecuador, Mexico, Puerto Rico, Dominican Republic. That's where effectiveness and resonance lives — not on a U.S. version of what Spanish-speaking people do. The direct buy gives us the ability to configure by nameplate, by model, by persona type. A DV360 activation would give you the same cookie-cutter Hispanic audience that every other OEM is buying. We're not trying to get the cheapest impressions — we're trying to reach the people most likely to buy a Genesis. Hyundai was the first OEM to test this technology — they've been an Autoproyecto advertiser for 4 years, and the results are visible: 3× purchase intent lift, +37 points in brand perception, and consistent sub-1% invalid traffic rates across all campaigns. Their active Q3 2026 campaign is proof that this infrastructure works at scale within the Hyundai Motor Group family. Please see the LiftCore Growth Calculator to see the difference in effective impressions, clicks, and waste reduction between our infrastructure and traditional programmatic.

Lois wanted clarity on the data foundation behind the targeting.

LiftCore is built on 17 years of Autoproyecto's in-market automotive data. Autoproyecto is the largest in-market Spanish-language automotive website in the United States. Every article read, every feature compared, every model researched over 17 years creates a behavioral signal map of Hispanic auto intent. We then layer Comscore Data Snapshot on top for validation. Instead of one checkbox that says "Hispanic," we're working with hundreds of behavioral checkboxes — editorial consumption patterns, feature research behavior, model comparison sequences, language preference, DMA concentration, and purchase-stage indicators. The signals are automotive-native, not appended from a third-party data marketplace.

"There are very limited signals for ethnicity — how are you doing this?"

The 17 years of in-market data from Autoproyecto is the foundation — but it's not just language. We use Hispanic persona creation that combines multiple signal layers: editorial consumption on country-specific domains (not just Spanish-language U.S. sites), automotive research behavior patterns specific to Hispanic luxury buyers, DMA-level concentration data, device location patterns, and purchase-stage indicators. Autoproyecto is the largest in-market Spanish-language automotive website in the U.S., and we've built behavioral profiles from that entire history. We then validate with Comscore Data Snapshot. The difference is this: instead of one checkbox that says "Hispanic" — which is what DV360 or Trade Desk gives you — we're working with hundreds of behavioral checkboxes that together create a high-confidence persona. It's the same principle used in political targeting: you don't need one perfect signal, you need enough correlated signals to know with confidence who you're reaching.

Lois wanted to understand the optimization cadence.

The model is AI-optimized daily. LiftCore's intelligence layer captures signals from every activation and feeds them back into the model continuously. This is fundamentally different from traditional campaign measurement where you get a post-campaign report weeks after the flight ends. With LiftCore, budget allocation shifts dynamically toward the highest-performing segments and creatives while the campaign is still running. Performance improves during the campaign — not after it ends. Every campaign builds on the last, which is why results compound over time rather than starting from zero each flight.

Lois wanted specifics on proving true lift vs. vanity metrics.

Incrementality is measured in two phases. Current phase: Brand Lift Studies validated through third-party measurement tell us the purchase intent increase — our campaigns have delivered 3× purchase intent lift and +37 points in purchase intent. This is not self-reported; it's third-party verified. Next phase (in deployment): We use device location sharing to geofence dealership locations. When a user who was served a LiftCore ad enters the geofenced zone around a Genesis dealership, we can attribute that visit to the campaign. This closes the loop from impression → intent → physical dealership visit. Combined with S&P Global registration data that shows the baseline (e.g., Hispanic GV70 at 2,463 units CY25), we can measure whether the campaign moved the needle on actual registrations in activated DMAs vs. control markets.

Lois wanted to understand the cost structure.

The data CPM is $3–4, but it is included in the $30 CPM — not additive. That $30 CPM includes the audience intelligence, the persona targeting, the real-time optimization, and the incrementality measurement. Compare that to traditional OLV programmatic where the stated CPM is $18, but the effective CPM — when you account for 40–60% waste, bot traffic, and non-resonant impressions — balloons to $30–45 per qualified impression. At $30 CPM all-in with LiftCore and less than 10% waste, your effective CPM per qualified Hispanic luxury auto buyer is ~$33 — lower than traditional programmatic's effective rate despite the higher stated CPM. The LiftCore Growth Calculator models this exact comparison: at a $1M budget, how many more effective impressions, qualified clicks, and how much waste reduction you get using LiftCore infrastructure vs. traditional programmatic.

Lois wanted to understand integration with existing programmatic infrastructure.

At this time, LiftCore operates as a direct buy only. The reason is precision and control. Activating through a DSP would give you the same generic Hispanic audience segment that every other automotive brand is buying — it defeats the purpose of 17 years of proprietary in-market data. The direct buy allows us to configure targeting by nameplate, by model, by persona type, by purchase stage. That level of granularity doesn't survive the translation into a DV360 or Trade Desk audience segment. Please see the Growth Calculator to model the difference: At the same budget, how many more effective clicks, impressions, and what percentage of waste reduction you get through LiftCore vs. traditional programmatic activation.

"Like how are you verifying the auto sales personas?"

The registration data on this site comes from S&P Global Mobility (formerly IHS Markit / Polk) — the industry standard for vehicle registration data. All demographic breakdowns by model, segment, gender, age, and income are sourced from S&P Global Mobility CY 2024 and CY 2025 data. Beyond registrations, we source from multiple layers: 17 years of first-party behavioral data from Autoproyecto.com (the largest in-market Spanish-language automotive site in the U.S.), Comscore Data Snapshot for audience validation, and automotive trade organization partnerships. The registration data is the anchor — everything else validates and enriches the behavioral model.

"That's exactly what I would love for us to think through."

The registration data makes the dealer-level case model by model. Take the GV70: 2,463 Hispanic registrations nationally in CY25, growing at +25.3%. But that growth isn't evenly distributed — it's concentrated in specific DMAs. The infrastructure works in three tiers: Tier 1 (national) builds awareness and intent through LiftCore media and branded content. Tier 2 (DMA-specific) targets the top Hispanic-concentration markets where Genesis has dealerships — this is where the match-market testing Lois mentioned becomes critical. Tier 3 (dealer level) is the Dealer Mastermind program: equipping individual stores with market-level intelligence about who their Hispanic buyer is, what they're researching, and how to close them. When dealers start hiring people who represent the local populace and understand the micro-segments within their DMA, the entire machine gets more intelligent. The registration data provides the blueprint — which models are growing with which demographics in which markets.

Discussion about dealership expansion: more standalone, fewer duals.

Start with the DMAs where three factors converge: high Hispanic population concentration, existing Genesis standalone dealerships, and strong registration growth trends. The S&P Global data shows Hispanic Genesis registrations are growing fastest on the GV70 (+25.3%) and GV80 (+31.2%) — these are the models to lead with in activated markets. The match-market test approach Lois mentioned is the right framework: activate 5–8 top Hispanic DMAs with the full LiftCore infrastructure, hold comparable markets as controls, and measure the incremental lift in registrations over 6–12 months. The registration data gives you the pre-activation baseline for every model in every market — so the lift is measurable against real numbers, not estimates.