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Effective tomorrow, Hyundai is reportedly ending its vehicle return program, which allowed Hyundai owners who unexpectedly lost their income to return their cars. The program was a breakthrough when it was introduced in January, 2009 at the height of the global credit crunch.

Hyundai won several awards for its 2009 marketing efforts, in large part on the basis of its Hyundai Assurance program. The program began as a way to get reluctant customers back into showrooms to at least consider buying a new car in spite of the fact that many people were justifiably terrified of losing their jobs. By promising to take back a car if a customer lost their income, they managed to keep sales going while other companies were tanking.