I just visited the new Hyundai Hispanic marketing website and was very disappointed. Not only was the site boring, but it took me 5 minutes to figure out the navigation — clever, but way to complicated.

The site lacks visuals, of all things! I didn’t see a single picture of a shiny new Hyundai. The copy was good, but why, oh why, would they not use images or video? I mean, buying a car is a cultural and emotional experience, and there is no better way to communicate that but through visuals. Even when checking the “design” section — nothing — No pictures, no colors, no videos.

I don’t know who LatinWorks/Austin is hiring these days, but someone there should know this! Time to move on to a fourth option…

The company has a new head of multicultural marketing and is riding its third Hispanic agency in less than three years.

I visited LatinWorks site, (beware of the urban music on their splash page…) and immediately you can see that their Flash animator has a love for words and animated lines.

Hyundai’s new Hispanic slogan is “Discover it for yourself” but all I did was read about it… They missed the opportunity to provide their customers a truly interactive discovery process through the power of the web.

I haven’t seen the TV spots, so I won’t include those in this critique, but as far as the website, not effective use of marketing dollars, if you ask me.