Here's an interesting story that just aired on the news... Despite the number of auto companies that reported dramatic losses last month, one company actually reported a 14% gain. Apparently, Hyundai pushed a commercial campaign promoting a new assurance program which allows any new buyer of a Hyundai to return the car if they lose their job within one year without incurring any additional costs or interest. I remember seeing the ads air during the Super Bowl myself. YouTube - Hyundai Assurance Program Spot 1 from Hyundai of St. Augustine Hyundai Assurance - We've got your back for one full year Assurance program helps Hyundai get ahead - Cleveland.com Sure, it's a very small piece of the pie when it deals with the global economy. But I think this illustrates something that most people tend to ignore when it comes to running a business and making money. Here's a business that understood the current financial stress and made an attempt to treat their customers fairly. Hyundai didn't resort to the typical, shady sales practices that everyone has fallen victim to at one time or another. They're not trying to extract every single penny they could from their customer base, nor tried to lock them into an ironclad contract that charged them ridiculous fees and surcharges. The Assurance Program not be a perfect plan, and it probably will have some loophole in it that can be exploited to some level (because these days everything seems to have one). But it does inject enough faith & confidence into consumers to actually buy a car during this crazy time. More companies, regardless of what they sell, should follow this kind of logic. Make & price their items so that they are more competitive and fair for the consumer. Be willing to tighten the belt and risk losing some profit now so that in the long run you'll have a better chance on survival in the long run. If one company can generate a gain in sales in a market that is supposed to be almost dead, then others can too.