The automaker announced in the first week of January it was launching the Hyundai Assurance program to let buyers or lessees return their new vehicles for up to a year if they lost their jobs.

然而，今年却有了不同的故事。 一月份首周，现代公司宣布推出现代担保计划，一年内凡是购买或是租用公司新款车的用户，如果丢掉了工作，可以退还汽车。

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Rather than advertise vehicle incentives that can damage brand image, Hyundai introduced Assurance Gas Lock, which guaranteed summer-month buyers $1.49-per-gallon for a year.

7月，现代汽车持续给它的竞争者们施压，推出油价补贴计划，即夏季月份购车者在1年内每加仑油补贴1.49美元，而不是做有可能损害品牌形象的广告刺激。

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This is the guy who agitated Hyundai toward respectability among young value-conscious buyers by tapping the likes of Jeff Bridges and coming up with the ultra successful Hyundai Assurance Program.

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The idea of a no-hassle return policy likely stemmed in part from the buzz boost that Ewanick helped obtain for his old employer, Hyundai, in 2009 when the company launched its Hyundai Assurance return policy at the depths of the Great Recession.

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With the falsification episode, Hyundai probably squandered much of the remnant of goodwill from Assurance that still may have been a factor in its continued success in the U.S. market.

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