Hyundai Tries to Modernize Car Buying in the Amazon Era
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In the midst of the 2009 recession, Hyundai came forward with a unique promise: Lose your job and you can return your car and get your money back. Today, as the Korean automaker looks to overcome a sales slump, it is offering several new pledges to U.S. buyers aimed at responding to today’s consumer demands, like transparency and convenience, that have accelerated in the Amazon era.
The program, called “Shopper Assurance,” includes a three-day money back offer, flexible test drives in which cars are delivered directly to consumers, more transparent pricing posted on dealer websites and streamlined purchasing in which buyers can complete paperwork online, rather than at dealers.
It sounds like pretty basic stuff, but the fact that Hyundai can make a big deal out of it shows how outdated many aspects of car buying look compared with other kinds of shopping. Then again, Hyundai in particular takes a long time to complete a sale.
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