this post was submitted on 07 Oct 2023
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I also think its super dumb, but at Hyundai's scale, $20/car adds up to millions of dollars. Though conversely they're spending like $200 million to make up for all the thefts, higher insurance premiums, etc.
Don’t forget the massive damage to the Hyundai/Kia brands. I wouldn’t buy one with an immobilizer for fear someone would smash a window in a vain attempt to steal it.
I am sure the overall losses are higher than whatever they saved. The C suite is so often penny wise and pound foolish.
I wouldn't buy one because they've demonstrated flawed judgement when it comes to what features are worth paying for and which ones aren't. Where else is their cost cutting going to bite me in the ass?
It's like the Ford Pinto all over again.
You can just charge $20 more per car and break even.
But you keep doing that and pretty soon you've got an $80,000 Kia.