Hyundai Discovers The Key To A Shaky Market And Broadens Assurance Program When Will Others Follow?

Convinced low prices and skyrocketing incentives won’t draw buyers to new-car showrooms in the current economic climate, Hyundai Motor America Inc.

In fact, the recently launched Hyundai Assurance Program has been such a hit Hyundai already is planning to announce an optional extension of the buyer-protection offer next month.

Currently, the free program promises the auto maker will take back vehicles in the first year of ownership from buyers who lose their incomes as a result of the deepening recession.

But under the extended program, customers will be able to purchase an additional two or three years of protection.