People have said for years that buying a car is one of their least favorite things to do. Consistanly, surveys have shown that car shoppers think the enjoyment of looking for a new ride is quickly dampened by the high stress of negotiating and dealing with commissioned salespeople. While we think choosing the right dealership in Rhode Island and Southeastern Massachusetts can alleviate that, Hyundai has come up with another program that addresses it on a nationwide level.
It’s called the Hyundai Shopper Assurance Program, and it addresses the four key areas of an automobile purchase (or lease). Dean Evans, who is the CMO of Hyundai America said “Shopper Assurance is a differentiator for Hyundai and significantly improves the perception of the brand and our dealers. It is now available nationally because of the dedication of our dealers to deliver the best experience possible and adapt quickly to changing buyer preferences with new technologies and innovation.”
The Shopper Assurance Program was test piloted in four markets last year, two in Texas, and two in Florida.
The response, according to Evans, was fantastic. “The positive response to Shopper Assurance exceeded our expectations, and it’s clear that customers want a more convenient way to buy a car, Shopper Assurance is a differentiator for Hyundai and significantly improves the perception of the brand and our dealers. It is now available nationally because of the dedication of our dealers to deliver the best experience possible and adapt quickly to changing buyer preferences with new technologies and innovation.”
We spoke with Jon Narcessian, General Manager at Hyundai of Newport who explained more about the program to us. “The program has four major components. The first is that participating Hyundai dealers will post the actual market price of the vehicles they have right on their website. They’ll post the MSRP, and then incentives from the manufacturer, and additional discounts that the dealer is offering, which shows a final selling price being offered by that dealer on that specific car. This will take away the need for negotiating, which has been the most stressful part of car buying.”
“Secondly, is what Hyundai calls the “Flexible Test Drive”. The customer could set up a test drive directly through the dealership, or, they can use the app that Hyundai’s created to schedule this. They can even have a Hyundai delivered to them at a location chosen by the customer, so they can test drive at a place that’s more convenient or more familiar to them.”
“Third, is called Streamlined Purchase. Most of the paperwork can be done online, which significantly reduces any time that you might need to spend in the dealership. This includes calculating what your purchase or lease payment would be, getting a value for a trade in, filling out a secure credit application, and getting an approval.”
“The final component is a 3 day, money back guarantee. If for any reason, you don’t like your new Hyundai, you can return it. (there are some reasonable mileage and damage conditions on this).”
According to a recent Hyundai survey, 56 percent of the people who used the program in test markets said in influenced their decision to buy a Hyundai, so you can see why Hyundai wants this program to be used more at dealerships throughout the country.
Our recommended Hyundai dealership for Rhode Island and Southeastern Massachusetts, Hyundai of Newport signed up for the program as soon as it was offered. Narcessian told us “We want to make the process of buying or leasing a car from us as easy and hassle free as possible. Transparency and honesty have always been integral parts of any transaction here at Hyundai of Newport, and the addition of this program will assist shoppers even more.”
Hyundai of Newport is currently the areas number one rated Hyundai dealer on Dealer Rater and is located on West Main Road in Middletown Rhode Island.