Hyundai's "Assurance" program is a marketing initiative that was introduced by the automaker to provide added peace of mind and financial security to car buyers during challenging economic times, particularly during the global financial crisis of 2008-2009. The program aimed to address consumer concerns and boost confidence in purchasing Hyundai vehicles.

Here's an explanation of the "Assurance" program:

1. Financial Assurance: The Hyundai Assurance program was primarily designed to address concerns related to job security and financial stability. It included several key components:

- Job Loss Protection: Hyundai offered a unique feature where customers who purchased or leased a new Hyundai vehicle and later lost their jobs could return the vehicle without negatively impacting their credit score or facing additional financial obligations.

- Vehicle Return Guarantee: If customers found themselves unable to make car payments due to unforeseen circumstances within the first year of ownership, they could return the vehicle and have the negative equity waived.

- Low Payment Assurance: The program also assured customers of affordable financing options, with low monthly payments, for the first three months of ownership.

The Hyundai Assurance program was a bold and innovative approach in the automotive industry at the time. It aimed to instill confidence in potential car buyers by providing a safety net in uncertain economic conditions. This unique program garnered significant attention and positively impacted Hyundai's brand image during the challenging economic climate of the late 2000s.