Chicago Auto Show Blog

A risky time to buy? Hogwash!

Posted by: Mark Bilek

Thanks to its new incentive program, Hyundai hopes to give consumers the confidence to buy a new vehicle. Called Assurance, Hyundai is promising to take back vehicles from owners who lose their job.

That's right.

Hyundai's Assurance program aims to put buyers at ease.If you buy a new 2008 Hyundai and signup for the no-charge Assurance program, Hyundai allow you to return the vehicle if you find yourself out of work. In addition, Hyundai will absolve buyers of further financial obligations and promise not to "ding" their credit.

Of course there are restrictions. You have to be current with your payments and must file a claim--you can't just drop the vehicle off at the dealership. In addition, you could be on the hook for overuse or damage. So of course, you'll want to read the fine print here.

Kudos to Hyundai for thinking outside the box.

In fact, this isn't the first time the South Korean automaker went "above and beyond" to attract buyers. More than a decade ago, Hyundai started offering what it called "America's Best Warranty." This program topped any other warranty available at the time, including the warranty programs of luxury automakers, and helped comfort buyers who were wary of Hyundai's quality.

The warranty program worked, building both the brand and sales. It will be interesting to see if the Hyundai Assurance program has the same upshot.

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