Worried you may not like your new ride the minute you park it in the garage? No problem, Hyundai Motor America Inc. will take it back within three days of purchase.
Don’t have time to drive to the dealership for a test drive? Use the Hyundai Drive app, and you’ll be picked up in the model you’ve been eyeing online.
Haven’t had time to research a vehicle’s fair-market value? It’s listed on your local dealer’s website.
And not sure if you can even afford it? That dealer website—you can prequalify for a loan there, too.
Today the Irvine-based automaker launched Shopper Assurance, a program meant to take the drama out of the car-buying experience by addressing what Hyundai considers buyers’ common pain points—transparency, convenience, and buyer’s remorse.
“We recognize, like a lot of brands today, that consumers continue to drive change in how they are taking in and digesting services and products,” said Chief Marketing Officer Dean Evans. He said inspiration for the program came from customer-centric companies, including Amazon.com Inc., Best Buy Co. Inc. and CarMax Inc.
“There is that transparency that a lot of businesses are doing that we are going to strive for here, as well.”
Shopper Assurance, for now, is available in Miami, Orlando, Dallas and Houston—Hyundai’s top markets— and will stretch nationwide early next year.
“We wanted to be in large metropolitan markets, and Florida and Texas are two out of the three largest volume states in registrations,” Evans said. “Our top dealers … raised their hand early on to say, ‘We want to really try this first and make it work.’ Months later, the hurricanes hit—three out of four—and we’re like, ‘I hope that’s not a sign.’ We stuck with it, and everyone thinks this is even better now at the end of the day, putting extra resources and time and energy into these markets to help these dealers [who had] life-shattering events.”
Shopper Assurance provides an opportunity for Hyundai to "synchronize the retail experience with evolving consumer retail behavior," according to Rebecca Lindland, an executive analyst at Kelley Blue Book in Irvine. "The research we're doing at Cox Automotive validates much of what Hyundai is addressing with this program. As an industry, we need to make car buying a positive experience, not a periodically painful process!”
It consists of “four pillars,” including “transparent pricing,” where dealers can post consumer rebates and local discounts along with vehicles’ MSRP pricing to reduce the customary haggling and align with where third-party websites—turecar.com, Edmunds.com and KBB.com—say the average transaction price is in the marketplace.