From February 23 to April 30, Hyundai is offering an innovative incentive plan to potential customers who fear that they may, in the ensuing year, lose their jobs. The incentive is an extension of a plan launched in January that allows consumers to return their new cars within a year if they become unemployed.

With Hyundai Assurance Plus, the company will also pay the car loan or lease for up to 90 days while the owner hunts for a new job. If the owner does keep the car, those assistance payments do not have to be repaid.

Hyundai marketing vice president Joel Ewanick said, "We continue to look for ways to help consumers in this challenging economic environment." The first advertisements for the Assurance Plus program will be broadcast Sunday, February 22 during the Academy Awards broadcast. Hyundai replaced General Motors this year as the automotive sponsor of the broadcast.

The company has scheduled seven commercials of 30-second duration and one 60-second corporate spot focusing on company history and its commitment to the American marketplace.

The initial incentive helped to boost Hyundai sales in the U.S. in January with figures 14.3 percent above those recorded in January 2008. The company sold approximately 24,612 units while the industry as a whole saw a 37.1 percent decline for the month.