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Hyundai Is Firing The 'Assurance' Program

"Hyundai Assurance," a job-loss guarantee that Hyundai Motor America introduced in 2009 when the economy was in deep muck, is getting its walking papers. The marketing gambit allowed buyers to return a Hyundai vehicle if they lost their job or suffered other financial catastrophes during the first year of ownership. But now, with the economy on the mend, the offer is being shown the door by month's end.

Surprisingly, only 350 people who bought a new Hyundai during the period in which the offer has been in effect asked Hyundai to take their car back. But it was a huge hit. The program was dreamed up by Joel Ewanick, who now heads up General Motors' global marketing.

Read the whole story at The Detroit News »

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