I’m guessing most people do not think of Hyundai as an American car, but maybe we should. In the current economic climate the Assurance Program is about the most American thing I’ve seen any company do.

If I were in the market for a new car, Hyundai would have my attention, especially with the new 2010 Genesis Coupe (But I won’t get into that now. I’ll save the Coupe for my video test drive next week. Be sure to check back!)

But that speaks to my point. Hyundai is hitting all the right notes. Not only are they providing economic security and affordability with the Assurance Program, they continue to offer some of the best fuel efficiency and style around. I guess that’s why I’m not terribly surprised to see that Hyundai was just about equal in terms of February 2009 sales in comparison to February 2008, whereas most brands posted between 30 and 50 percent lower sales figures.

Hyundai has always built reliable, affordable cars that they stand behind with a big warranty, and as they have begun to offer price-appealing style and luxury in the Genesis and the Assurance guarantee to help buyers make confident decision, car buyers have really started to take notice—just as you’ll see in the video below.

[youtube=http://www.youtube.com/watch?v=H0JiYAAqDgE&hl=en&fs=1&color1=0x3a3a3a&color2=0x999999]

What I like most about that news clip is how astonished the car shoppers are that the Assurance Program is exactly what it appears to be. It is not a trick to get shoppers into the showrooms. It is the real deal, aimed at treating customers the best way possible in an economy that is rough for everyone.

The all new Hyundai Genesis

I can’t think of a more-deserving car than the Hyundai Genesis for the award.  Hyundai’s venture into the luxury car market has been wildly successful. Standard features on the Genesis 3.8 V6 make it a sweet ride, for sure, but this car takes on a truly lavish attitude with even more sumptuous options—like in-dash navigation and a 500-watt, 15-speaker Lexicon audio system (the same system found in the Rolls Royce Phantom).

Here in the showroom at the Patrick Hyundai dealership in Chicago you’ll find V6-powered versions of the Genesis for a base price around $32,000. The Car of the Year gives drivers the look and handling of a Mercedes-Benz or Lexus with a much lower price tag, making it more and more popular among consumers seeking the best value. Hyundai has always given car shoppers great cars at reasonable prices, but now they are offering a chance to opt for luxury even in a time of scaling back.

Offering both rear wheel drive and a V8 version, I feel this car displays Hyundai’s commitment to creating a true luxury line rather than simply creating the appearance of one.

Take a look at one of my favorite ads, a Hyundai Super Bowl ad, below. As this commercial shows us (the angry bosses at the luxury car makers repeatedly shouting “Hyundai”) – everyone knows how to say “Hyundai” now, and now Hyundai knows how to say “luxury.”

[youtube=http://www.youtube.com/watch?v=oi1mQhTr3G8&hl=en&fs=1]