Out 11, 2017
Hyundai Aims To Make Car-Buying Experience Easier
Hyundai Motor America unveiled a new program called Shopper Assurance that aims to make the buying experience better.
The program, unveiled Tuesday by Hyundai Motor America chief marketing officer Dean Evans and dealer council chairman Andrew DiFeo, redesigns the experience to save time and be as enjoyable as possible. It launches in Miami, Orlando, Dallas and Houston and will roll out to all Hyundai dealers in early 2018.
A one-and-a-half minute video from Innocean explains Shopper Assurance, which Hyundai is calling "an industry-first nationwide program that streamlines and modernizes the car-buying experience." The key elements are transparent pricing, flexible test drives, streamlined purchases and a three-day money back guarantee.
Evans said the automaker expects this to be a differentiator, as research shows that 84% of people would visit a dealership that offered all four features over one that did not.
"Shopper Assurance is … car buying made simple," Evans said. "It is the future of car buying, and our commitment to creating a flexible, efficient and better way to purchase a car in partnership with our dealer body."
Participating dealers will list their price up front and online for new vehicles in their inventory so customers can be confident in the price they pay. For any Hyundai model in stock, customers can schedule a test drive that will either take place at the dealership or at their work or home.
When it comes to the purchase experience, buyers will be able to complete most of the paperwork online prior to visiting the dealership. They can get the value for trade-ins, apply for financing, calculate payment estimates and obtain credit approvals. After the purchase, customers can return vehicles at participating dealers within three days for the full paid value.
Customers want convenience and simplicity when it comes to buying a car, says DiFeo, chairman, Hyundai National Dealer Council and dealer principal, Hyundai of St. Augustine, Fla.
"Shopper Assurance is going to give our dealers the tools we need to exceed the expectations of today's shopper," he says. "With a strong lineup of new cars and crossovers, we expect that Shopper Assurance will give us a competitive advantage and help turn prospects into buyers. We are creating a modern purchasing process where transparency and convenience are paramount.
by Tanya Gazdik