Hyundai modernizes its U.S. car buying experience

Hyundai has introduced a program that is expected to modernize its U.S. car buying experience.

Known as Shopper Assurance, the program is meant to provide potential car buyers with more options and greater convenience than the traditional process of visiting and purchasing a car at a dealership.

“For nearly a decade, the word ‘Assurance’ has been synonymous with Hyundai and represents our efforts in redefining the car ownership experience,” said Dean Evans, chief marketing officer, Hyundai Motor America. “Shopper Assurance is the next step in that tradition and is car buying made simple.

According to Hyundai, the program will focus on four elements to make the car buying process faster, easier and worry-free. This includes what the automaker calls transparent pricing, flexible test drive, streamlined purchase, and three-day money back guarantee.

Starting with transparent pricing, Hyundai wants dealers to post the fair market pricing on their company website to help cut down on price negotiation time and reduce the frustration related to advertised incentives not offered on dealer sites.

In an effort to meet changing consumer needs, the company will allow potential car buyers to schedule a test drive via a custom-built app, among other methods. Dealers will drive the vehicles to the customer’s location of choice.

Hyundai will also give consumers the option to complete their paperwork online prior to visiting the dealership in an attempt to reduce time spent at the dealer.

And finally, the automaker will offer a three-day money back guarantee for dissatisfied customers.

“With a strong lineup of new cars and CUVs, we expect that Shopper Assurance will give us a competitive advantage and help turn prospects into buyers,” said Andrew DiFeo, chairman, Hyundai National Dealer Council and dealer principal, Hyundai of St. Augustine. “We are creating a modern purchasing process where transparency and convenience are paramount.”

The program initially launched in Miami, Orlando, Dallas and Houston, and is expected to reach all Hyundai dealers by early 2018.

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