Hyundai vs. GM vs. Ford
Ok, so it seems Payment Insurance is the hottest thing going on right now. Everyone from Hyundai to GM to Ford is offering it. Even the dealers are jumping on the bandwagon.
So how does the Payment Insurance Big 3 stack up?
Chart from Jalopnik.
Now as you can see, Ford offers more payment assistance, larger payments and a bigger maximum payout. But, Hyundai is the manufacturer that truly covers the consumer’s negative equity. But the benefit of covering negative equity is a difficult thing to explain to a consumer.
To be fair to GM, this is only part of their Total Confidence program.
Now let’s look how the manufacturers tried to convey this complicated message in a 30 second ad.
Hyundai Assurance Plus
GM Total Confidence
Ford Advantage Plan
Placed back to back to back the messages look very different. While Hyundai and GM try to relate to the viewer, Ford dives right into their message. Hyundai adopts a plus sign in their ad, GM uses a rally cap and Ford just uses straight figures.
The problem with Ford’s direction is what will the viewer ultimately remember. After a few minutes do you remember the figures from the Ford ad? Do you remember the backwards hat? How about the plus sign?
Hyundai and GM went soft with their sale, Ford took the hard road with theirs. Ultimately time will decide which direction was the best.