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 |  May 18 2011, 1:25 PM

Hyundai’s new U.S marketing chief wants to improve customer perception brand by improving quality and design to enhance the consumers on a more emotional level.

Consumers have traditionally turned to Hyundai because of practical attributes such as value, warranty and fuel economy. However, Hyundai has expanded its U.S linup in recent years to include premium cars like the Genesis and Equus in a move to attract non-traditional demographics.

Furthermore, Hyundai has set up a program this month guaranteeing the trade-in value of models after two years of ownership, if the customer trades in their car for a new Hyundai. This follows on the heels of their Assurance program set up during the recession, which allowed buyers to return cars without a penalty or a hit to one’s credit score if there was job loss or bankruptcy within a year of purchase.

Hyundai’s sales in the U.S are vastly improving with 204,374 vehicle sales in April, a 31 percent gain from the same period in 2010.

[Source: Automotive News]