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Pittsburgh Native Encourages Women to Use `Power of the Purse(TM)' When Buying a New Car or Truck

26 August 1997

Pittsburgh Native Encourages Women to Use `Power of the Purse(TM)' When Buying a New Car or Truck

    - Local Personality from Yesteryear to Lead Workshops That Enable Women
                         to Become Savvy Consumers -

    PITTSBURGH, Aug. 26 -- Thirty-something residents who grew up
in Pittsburgh may recall Romper Room's "Miss Donna" teaching them some
fundamental learning skills in preparation for elementary school.  "Miss
Donna" is back with a new message for the women of Pittsburgh.  She'll be
teaching them the fundamental learning skills to prepare them for purchasing a
new car or truck.
    Although women directly make or influence approximately 80 percent of all
new vehicle purchases, they can often find the process of negotiating and
closing a deal to buy a car or truck extremely frustrating.  The Power of the
Purse(TM) workshops are coming to Pittsburgh to give women the tools and
information necessary to become informed buyers.
    "Unfamiliarity with the process of buying a car can cause a stressful
situation for some women," explains Kane, a Pittsburgh native, the 1962 United
Fund Campaign's "Miss Torch" and a veteran of the automotive industry since
the 1970s.  "Women have the economic clout.  By knowing the numbers and 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 stride
confidently into any dealership and know exactly how to take control of the
automotive purchase process."
    The half-hour workshops shed light on automotive purchases and maintenance
and take the mystique out of the car buying process.  "Once you know how the
process works, it just doesn't seem so intimidating anymore," adds Kane.

    Hyundai's Power of the Purse workshops include the following topics:
    * How to do your homework before you do any legwork
    * Eleven things you should never do in a dealership showroom
    * Servicing Do's and Don'ts

    The free workshops will be held at the Pittsburgh Women's Show, September
12-14 at the Pittsburgh Expomart, 101-105 Mall Blvd., Monroeville, at the
following times:
    * Friday, Sept. 12 at 1:00 p.m.
    * Saturday, Sept. 13 at 3:00 p.m.
    * Sunday, Sept. 14 at 3:00 p.m.

    "For too long, women have assumed they need a man's help to buy a car,"
concludes Kane.  "Hyundai is offering these workshops to say that isn't so
anymore.  With the 'Power of the Purse' and an understanding of the process,
women can confidently negotiate the best deal possible for the vehicle 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 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