Hyundai's Assurance program, launched by the automaker in early January to give wary customers peace of mind if they lose their jobs during the first year of Hyundai ownership, appears to be working. According to the Korean automaker, the program is attracting shoppers. "We think it's responsible for a 10 to 15 percent incremental increase in interest," said John Krafcik, acting CEO of Hyundai Motor America.
January sales numbers seem to support the automaker's claim. While nearly every other car manufacturer reported double-digit sales declines last month, Hyundai sales were up 14.3% compared to the same period last year. Krafcik credits the sales increase to the publicity surrounding the Genesis sedan being named the North American Car of the Year, and its unique Assurance program. Only two customers have returned cars under the program, and the automaker is committed to run it until the end of 2009... plenty of time to be applied towards a new Genesis Coupe which is scheduled to roll into showrooms later this month.

[Source: Automotive News - Sub. Req.]

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