listen up

customer service or marketing ploy

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Last week Hyundai announced its “assurance” program. Stating that if you buy a new hyundai and have a life altering event (job loss, medial illness, bankruptcy, etc), they will let you return the car in the first year. See the full details on hyundai’s site.
From the CNN article:

With no extra charge to the sticker price, the program pays the
difference between the car’s trade-in value at the time the owner files a
claim, and any remaining balance on the loan up to a maximum of $7,500.

Sounds like a pretty solid program to me. But I cant decide. Is this a company who truly cares about its customers? Or is this just a great marketing ploy to insure confidence in potential buyers?
What do you think?