Difficult times are forcing automobile dealers to get creative in overcoming buyer resistance. Korean automaker Hyundai has even begun to offer a new type of loan that allows car buyers to return their automobile if they get laid off or are forced to file for bankruptcy.

“A tighter economy means businesses are going to be more innovative in generating sales,” says Tom Warren, GM of a Dallas exotic car sharing club.

“Hyundai has been in the midst of reinventing itself in the American market and they have done very well in changing American consumers’ minds about the quality and desirability of their cars,” says Warren.

Warren notes that some American exotic car buyers are also changing their minds about car ownership. In an era of belt tightening, many affluent consumers are electing to join exotic car sharing clubs rather than purchase an exotic car.

Membership in an exotic car sharing club like DFW Elite Car Club allows for members to experience driving different exotic cars without maintenance, depreciation, or the hassle of finding a place to store an exotic car in Dallas.

Hyundai’s return program, called “Assurance,” gives strapped consumers a way out if they lose their jobs or file for bankruptcy. In addition, the program covers overseas deployment for servicemen and provides protection in case of illness or accident.

The program covers automobile consumers for 12 months following the purchase of their new Hyundai. If the vehicle is in good shape and payments have been made on time, Hyundai owners can walk away from their loan owing no money. In addition, buyers’ credit will be unaffected.

The  is not for everyone, though. Hyundai officials caution that in order to qualify, buyers must provide proof of a layoff or other qualifying event. Simply racking up too much debt or quitting a job does not give buyers the option to return their Hyundai.

The Assurance program covers as much as $7,500 in negative equity on a loan and is available to all buyers.

Kate Miller-Wilson is a freelance writer living in the Twin Cities. Visit her website or email her for information about her freelance writing services.

Hyundai must be relying on this premise to introduce the Hyundai Genesis.  Introduced as a concept car in 2006, the Hyundai Genesis will hit showrooms in 2009.

Hyundai has grand expectations.  With the Genesis, Hyundai expects to take on Lexus, Infiniti, BMW, and Mercedes.

For its part, the Genesis will give buyers three engine options with horsepower ratings ranging from 264 to 368.  Add to this the exterior styling and interior appointments that a car buyer would expect of Lexus, Mercedes, or another top tier luxury carmaker, and Hyundai may have enough to get in the luxury car game.

Perhaps the best feature on the Hyundai Genesis is its sticker price.  At around $40,000, it is priced well below competitively equipped luxury cars from top makers. They are about 20k higher.

Perhaps the biggest drawback of the Genesis is its brand name.  Although America is a land that allows people a great deal of upward social mobility, the same principle may not hold true for economy car makers.
 
Many commentators predict that despite the overall quality of the Hyundai Genesis, Hyundai will have a tough time convincing luxury car buyers to shell out $40,000 for a Hyundai, regardless of what they get for the money.

“The luxury and exotic car markets are the toughest segment of the automobile industry to break into,” claims Fort Worth-based small business consultant Ron Sturgeon.  “It is even more difficult when a car company starts out in the economy segment and then tries to make the leap.  Even Toyota, Honda, and Nissan had to establish new brand names for their luxury lines,” stated Sturgeon.
 
Sturgeon knows a thing or two about luxury car brands as the owner of an exotic car rental company in Fort Worth, TX. His DFW Elite Auto Rental.com is famous as the best place in DFW to rent a Dodge Viper or rent a Lamborghini Gallardo.
 
Among recent arrivals at the DFW exotic car rental company are a Venom Red 600 HP 2008 Dodge Viper Convertible and a pair of 2008 Lamborghini Gallardos.
 
“When people come in to rent an exotic car, the WOW factor plays a major role in their decision.  Many folks want the exhilaration of driving a dream car, but they also want to be noticed.  That’s what driving a Ferrari, Bentley, or Aston Martin gets you,” continues Sturgeon.

Time will tell if Hyundai can change consumer perceptions enough to join the elite car makers with its Hyundai Genesis.

Written by G.D. Gregory.  If you are interested in having me write stories for you or seeing my portfolio, please contact me at ggpsu@yahoo.com.

While your Hyundai is in the shop, why not go rent a luxury sedan to drive during the repair?  Your car will be back on the road in no time, but you might as well enjoy the chance to drive a luxury car while you’re waiting for Hyundai to fix the air bag system in your vehicle.

The affected Sonatas were equipped with a special feature to disable the front passenger air bag system when the car sensed the presence of a small child or a child restraint system in the front seat.

A great idea, poorly executed.

Hyundai began receiving complaints that the car was misclassifying a smaller adult as a child and disabling the passenger air bag system.  In a state like Texas, famous for having some of the best-trained tort lawyers around, Hyundai is smart to be proactive in fixing the problem.

Ron Sturgeon, owner of a Dallas, Texas luxury car rental company, had this to say about the recall: “Hyundai has come a long way in improving how consumers perceive their cars. I’m glad to see them acting quickly to take care of the airbag issue with the Sonata.”

Although no one likes to have to be without his or her car, it can sometimes be fun to drive something different. “For Texans who love driving luxury cars, it’s nice–every once in a while–to drive something different,” said Sturgeon.

“I encourage people to rent a car they have always wanted to drive,” said the Tarrant Country luxury car rental company executive. Among the more exciting recent arrivals at DFW Elite Auto Rental are a Lamborghini Gallardo and a 600HP Dodge Viper Convertible.

“The new Viper is a beast,” said DFW Elite Auto Rental GM Tom Warren. “It’s a blast to drive, but quite a transition for someone who is used to the tamer road manners of the Sonata. For a look at all of the luxury and performance rental cars at DFW Elite Auto Rental.com visit (www.dfweliteautorental.com).

To find an agency that specializes in performance car rental in your home city, visit (www.exoticcarrental.com), on online directory devoted to helping performance car fans interesting in renting a fun and fast car in Texas and beyond.
Kate Miller-Wilson is a freelance writer in the Twin Cities.  Visit her website for information about her freelance writing services.