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Paying customers to take a product?

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Yep. Hyundai is paying people to drive their cars
Now I am not really a big fan of these cars. I usually hear about the loans outlasting the car. It can’t feel good to be paying $250 – $350 a month on a car that is falling apart.
But is this the new way to sell cars? Or is this just the little guy trying to make some waves in the pond?
Personally, and I dont want to sound like a snob here, but they would need to pay me double that, for a longer period of time to drive one. Otherwise I’ll stick to my used 03 and 04 toyotas with 80k+ miles each.