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Give people a meaningful reason to talk

By now you've probably heard that Hyundai is offering people in financial trouble the right to return their car (details).

Which is the point. 

Every other auto manufacturer is responding to the economic situation with cheesy me-too sales. There's no reason to talk about a car sale.

But Hyundai figured out something that was different, original, and worth talking about.

(P.S. Another smart element of this promotion: Anyone in financial trouble is likely to default on car payments anyway. Hyundai turned the horrible threat of the repo man into a positive customer service moment. And they get their car back.)

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