Wednesday, January 7, 2009

Certainty (And Brand Building) In Uncertain Times

In the face of so much doom and gloom for all brands, especially in the automotive industry, Hyundai in the US has again innovated in an attempt to set them apart from other manufacturers.

Hyundai's new "Assurance Program" allows new-vehicle buyers or those who lease to return their cars for up to a year after purchase if they lose their income due to a job loss. The free coverage is available to all buyers at participating dealerships and covers up to $7,500 in a buyers' negative equity. A reassuring thought for potential buyers and a great way to ensure that stock continues moving off Hyundai's showroom floors without cheapening their brand in any way.

Hyundai's Assurance Program, when compared to some other US manufacturers who are offering two cars for the price of one comes across as far more cerebral and certainly doesn't have the same smell of desperation as that of the GM Dodge offers.

Communications for Hyundai US are created by Goodby, Silverstein & Partners and broke earlier this month throughout the US. Click here to see one of the new spots.

Via: AdAge