Following up


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We continue to be impressed with Hyundai and their innovations in products and marketing. In a post a couple of years ago (you remember when the world was coming to an end), we talked about Hyundai’s innovative programs to help people overcome their fear of buying a new car. (Most experts agree that fear of loss or failure is a bigger motivator of behavior than opportunity to gain.) The overall U.S. auto market dropped 20% in 2009, yet Hyundai’s U.S. sales grew 8% that year.

Later that year Hyundai added a gasoline price guarantee. We just read where they are going to announce a guaranteed trade-in value for their cars if you buy them new starting in May. That is, they are going to give you a guarantee as to the greatest depreciation in value you will see. Others note their cars have the highest trade-in value (at least they did). Hyundai is going to guarantee that trade in value. It will be interesting to see how this works.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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