Hyundai Mounts Charm Offensive at U.S. Dealers to Stem Slump
- Carmaker offers money-back guarantees and transparent pricing
- Sales for car-heavy lineup drop 13% in market hungry for SUVs
Potential car buyers view Hyundai Motor Co. vehicles that sit on display for sale on the lot of the Keyes Hyundai dealership in the Van Nuys neighborhood of Los Angeles, California, on Jan. 2, 2016.
Photographer: Patrick T. Fallon/BloombergThis article is for subscribers only.
Hyundai Motor Co., mired in a sales slump, is turning on the charm offensive to combat decades of buyer frustration at America’s car dealers.
Dealerships in four U.S. cities will implement reforms including posting more transparent price and discount information online and offering three-day money-back guarantees. The program also allows buyers to schedule a test-drive when and where they want and to complete most paperwork on the web to reduce time spent at the dealership.