Tuesday, June 14, 2011

See what NPR has to say about Hyundai

What does Hyundai have in common with 1950's film stars? I guess we'll just have to see...In this article by NPR (woohoo!!) Hyundai is compared to Eve Harrington in the 1950's movie All About Eve.

"Jesse Toprak from the automotive website TrueCar.com says just like the upstart girl in the movie, Hyundai had to overcome a checkered past by using excellent marketing. Its Hyundai Assurance plan, for instance, promised to take back your car if you lost your job.

'At the end of the day, I think they only had a handful of people — if that — actually return their cars,' Toprak says. 'But everybody talked about it. And it was just an amazing promotion — and hit exactly the reason why some people may not have been buying cars, which was uncertainty.'

He says Hyundai's incredible success is a sign that the U.S. car market has never been so open.

'So what that means is from consumer's perspective it's fantastic, because you have so many choices,' Toprak says. 'In fact, it is so good that it is somewhat confusing as to what to choose, really. From a manufacturer's perspective, it means that the job is a little bit tougher now.'

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