Hyundai Consumer Survey Reveals Escalating Influence of 'Value' on Car Buying Decisions

Results Indicate Changing Consumer Mindset When Shopping for a Vehicle

FOUNTAIN VALLEY, Calif., April 17 -- A new consumer survey commissioned by Hyundai Motor America reveals that consumers today place a stronger emphasis on value than they did just three years ago when shopping for new vehicles. Additionally, the survey discovered that the three top considerations when buying a new car are: 1) reliability, 2) safety and 3) fuel efficiency.

Fifty-nine percent of all survey participants identified "value" as "much or somewhat more" important in their decision to purchase a new vehicle than it was three years ago, and the number was higher among certain niche audiences. Women (65 percent), young adults ages 18-24 (70 percent) and African Americans (74 percent) were the groups most concerned with getting the best value for their money.

"In an uncertain economic environment, consumers are making well reasoned purchase decisions based on value," said Robert Cosmai, vice president of national sales for Hyundai Motor America. "The survey results are representative of today's tumultuous economy and the state of world affairs. Cars that offer the most reliability, safety and fuel efficiency per dollar will win as long as consumers are watching their pocketbooks."

  Additional survey findings included:
   --  Americans' top considerations when shopping for a car:
            --  Reliability -- 44 percent rate as first or second
                most important.
            --  Safety -- 43 percent rate as first or second most important.
            --  Fuel Efficiency -- 27 percent rate as first or second
                most important.

   --  The two biggest worries about new car shopping are
       negotiating (39 percent) and getting a good deal (22 percent).
            --  In general, those with a higher education tend to worry more
                about negotiating (high school incomplete: 29 percent rated
                top concern; high school graduates: 37 percent; college
                incomplete: 40 percent; college graduates: 42 percent).

   --  The vast majority of shoppers (89 percent) are confident that they
       will ultimately receive a fair deal and find a car that is suitable
       for themselves and their families.

   --  The majority (61 percent) of Americans are pragmatic about what they
       drive, stating that their vehicle is primarily a mode of
       transportation rather than a statement about personality or
       lifestyle.
            --  Just 13 percent say their car is a place to spend time with
                family and friends.
            --  Just 12 percent claim their car defines them as a person.

"The survey results indicate that Hyundai's lineup of value-packed cars meets the needs of U.S. consumers," said Cosmai. "Americans have turned to Hyundai in record-breaking numbers since 1999 when we established the '10 year/100,000 mile Hyundai Advantage.' We back our vehicles with 'America's Best Warranty' to assure Hyundai buyers of the great value our cars provide."

The survey was conducted by telephone among a national probability sample of 1010 adults comprised of 503 men and 507 women, 18 years and older living in private households in the continental United States. The survey was conducted between March 18-31, 2003 and results are projectable to the total U.S. adult population.

About Hyundai Motor America

Hyundai Motor America, based in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Company of Korea. Hyundai cars and sport utility vehicles are distributed in the U.S. by Hyundai Motor America and are sold and serviced through more than 600 dealerships nationwide. For more information, visit www.hyundainews.com .