As we noted in a January post, Hyundai USA created a program to overcome new car sales resistance, which they perceived was caused by fear of the customer losing their job. The Hyundai Assurance program worked well for them and the idea was copied by others.
Apparently Hyundai’s current customer insight program has determined that 40% of people who are open to buying a new car are resisting visiting a showroom to buy because they are concerned about gas prices. (Gas prices have increased almost 50% in the last few months.)
Not a company to let external influences get in their way if they can avoid it. Hyundai announced today a program to guarantee their new car purchasers $1.49/gallon for one year. We’ll see how this idea works for them.
Our commendation for innovative thinking based on customer insight.