This may not really be about driving new people into the market, but stealing share of those already looking to buy.
This could give an edge to Hyundai if you were looking at other brands and the price were close.
Even with Hyundai's notorious depreciation, you'd still be better off with this program than not if you were to loose your job and want to give the car back.
Surely the projected costs on this to Hyundai are calculated to be very, very low.
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