Hyundai to offer 3-day money-back guarantee to woo US buyers
[THE INVESTOR] Hyundai Motor, Korea’s largest carmaker, on Oct. 11 said it has launched a new Shopper Assurance program in the US that includes three-day money-back guarantee for customers unhappy with the purchase, in a bid to woo back buyers in its all-important market.
“If consumers don’t love a car, they can return it within three days for the full value they paid. All of which takes the stress out of buying and leasing a new car,” Dean Evans, chief marketing officer of Hyundai Motor America, said in a press conference broadcast online.
Under the new money-back guarantee plan, the vehicle has to pass dealer inspection and should not exceed 484 kilometers travel distance for a full value refund. The customer can also choose a new Hyundai car in return.
This is part of Hyundai’s new program to take the car-buying process more online, according to the carmaker. The new campaign will apply to all new Hyundai cars first in four American cities -- Dallas, Houston, Miami and Orlando -- and roll out to dealers across the country next year.
As part of the campaign, dealers are encouraged to post more transparent pricing on their websites, including all discounts and incentives. It also offers flexible test drives where the dealers bring a vehicle to customers, who can also fill out most of the paperwork for purchase online prior to visiting the dealership.
The move aims to turn around its faltering US sales, which fell 13 percent on-year in the first nine months of this year, due to its sedan-heavy lineup that has lost appeal in the SUV-loving country. It is pinning high hopes on Kona compact SUV that will be launched in the market early next year, as well as redesigned Santa Fe midsized SUV, to win back consumers.
By Ahn Sung-mi (firstname.lastname@example.org)