South Korean car maker Hyundai is capturing hearts and minds in America by reaching them where they live: Sports.

FOX Business Network turned to Whitney Wagoner, director of the Warsaw Sports Marketing Center at the UO, to explain the strategy. Wagoner said Hyundai is hitting on all cylinders by using sports, particularly the NFL, as a vehicle to make an impression on American car buyers.

“Hyundai wants to connect with American auto buyers at their point of passion,” Wagoner told the website. “It’s Americana and more than that, it’s getting to where consumers hearts and passions are, and nothing is a greater tool in this country than sports to do that.”

For the full story, see “Hyundai Revs Up Sports Marketing to Boost Brand, Sales” on the FOX Business Network.