Is 2009 the year of the consumer?

Businesses are hoping that consumers will get off the sidelines and start spending again. The deepening recession is not helping. As oil inches back toward $50, gas prices are inching back up towards $2. Homeowners will also be paying more to heat their homes this winter. And there is the threat of more layoffs across industries.

All this bad news is not deterring businesses. Hyundai has a new incentive program for buyers. If you buy a new Hyundai and lose your job within a year, Hyundai will take it back. To get this benefit the buyer has to make two payments before filing a claim to walk away from the loan. Walkaway, who manages the program, says that they have been selling a similar program through various auto dealers in Canada since 2000. Hyundai is the only US automaker offering this program nationwide. Hyundai already offers cash back on most of its vehicles. The Assurance program, in addition to cash back, offers buyers value in the car buying process. The American automakers should take a lesson.