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Article: Dealer's long warranty lures traffic.(NEWS)(Rick Case Hyundai)(Company overview)
- Article from:
- Automotive News
- Article date:
- October 12, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Donna Harris
Megadealer Rick Case understands the drawing power of a long new-vehicle warranty.
The Fort Lauderdale, Fla., retailer prodded Hyundai Motor America executives to adopt the 10-year/100,000-mile powertrain warranty that helped goose the company's sales in 1999.
More recently, Case doubled that warranty to 20 years/200,000 miles at his six Hyundai dealerships and three Mitsubishi stores.
Although some dealers see such a long warranty as overkill, Case says it gives him a competitive edge. He thinks the coverage has an especially strong appeal in a prolonged economic downturn when consumers are keeping their vehicles ...