Hyundai Takes Buyback Promotion for a Spin: Pro Shop Blog

Maybe finding just the right marketing campaign can overcome any sales resistance. There are certainly those who believe that the right combination of words, images and offers can sell anything to almost anyone.

But Hyundai Motor America isn’t of that school of thought. The U.S. division of the South Korean auto maker thinks that when economic times get so uncertain that people are worried about keeping a roof over their heads or food on the table, they need more to motivate them to buy a car than an “employee sale price” and the usual TV shots of the Pacific Coast Highway in the rain.

Facing up to the reality of hard times for its buyers over the past weekend, the company introduced the “Hyundai Buyer Assurance Program,” which basically says that if you lose your job or otherwise undergo “an involuntary loss of income” within a year of buying one of their cars, you can bring it back as long as the depreciation is less than $7,500.

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