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Women Encouraged to Use `Power of the Purse(TM)'

5 January 1998

Women Encouraged to Use `Power of the Purse(TM)'

 Today's Women Are Influencing Nearly 80 Percent of All New Vehicle Purchases

    MINNEAPOLIS, Jan. 5 -- Although women directly influence
nearly 80 percent of all new vehicle purchases, they can often find the
negotiating process very frustrating.  The Power of the Purse(TM) workshop,
sponsored by Hyundai Motor America, is coming January 9, 10 and 11, 1998, to
give women the tools and information needed to become savvy automobile buyers.
    "Unfamiliarity with the process of buying a car can cause a stressful
situation for some women," explains Donna Kane, workshop presenter and an
automotive expert who has been involved with the industry for the past 19
years.  "We inform women of their economic clout, and that by knowing the
rules of the negotiating game they can use the 'Power of the Purse' to their
advantage.  Many women find that after attending our workshop they can walk
confidently into any dealership and know exactly how to maintain control of
the situation."
    The free half-hour workshops shed light on the entire automotive
purchasing process and provide the tools necessary for someone to make an
informed buying decision.  "We tear down the fear factor of purchasing a car.
Once you know the numbers and how the process works, it just doesn't seem so
intimidating any more."
    Hyundai's Power of the Purse workshops include the following topics:

    -- Pre-purchase homework
    -- 11 things you should never do in a dealership showroom
    -- Servicing Do's and Don'ts

    The free workshops will be held at The Women's Expo, Minneapolis
Convention Center, 1301 Second Avenue South, Minneapolis, MN, at the following
times:

    -- Friday, January 9 at 4:00 p.m.
    -- Saturday, January 10 at 12:00 p.m. and 3:00 p.m.
    -- Sunday, January 11 at 12:00 p.m. and 3:00 p.m.

    "For too long, women have felt that buying a car requires a man's
assistance," concludes Kane.  "Hyundai is offering these workshops to give
women the tools and information necessary to negotiate the best possible deal
for the car they want."
    Launched nationally in 1994 by Hyundai Motor America, Power of the Purse
is a series of empowerment workshops designed to increase women's knowledge of
buying and servicing a car.  In the sessions, women learn to prepare for and
manage the process of buying and servicing a car in a relaxed atmosphere with
the opportunity to ask questions and discuss related issues.  As women's
influence on the automotive industry grows, Hyundai will develop new ways for
Power of the Purse to meet women's automotive informational needs.
    Hyundai Motor America, based in Fountain Valley, Calif., is a subsidiary
of Hyundai Motor Company of Korea.  Hyundai cars are distributed in the United
States by Hyundai Motor America and are sold and serviced through nearly 500
dealerships nationwide.

SOURCE  Hyundai Motor America