[BC] Inside Line: Howard Stern "Sirius"-ly turns off Customers

[JYRussell@academicplanet.com]

Howard Stern "Sirius"-ly Turns Off Hyundai Customers
Date Posted 05-11-2005

SAN FRANCISCO - A surprising number of Hyundai customers have told the
Korean manufacturer they didn't want Sirius Satellite Radio installed in
their vehicles because they didn't want to listen to Howard Stern.

Stern is the so-called "shock jock" whose syndicated morning radio program
is filled with sex discussions. He will broadcast on Sirius Monday through
Friday from 6 a.m. to 10 a.m. beginning in January 2006.

Hyundai recently surveyed 300 to 400 customers as it was deciding whether to
install XM or Sirius Satellite Radio in its vehicles. Hyundai decided to go
with XM as it rolls out a fall program that offers 90 days of satellite
radio programming for free with its new models, starting with the Santa Fe
SUV, and the Sonata and Azera sedans.

John Krafcik, Hyundai vice president of product development and strategic
planning, told Inside Line that executives were stunned by the number of
"unprompted write-ins" on the survey that said customers were "not
comfortable with programming from Stern."

Other automakers, however, say they prefer Sirius.

Dave Larson, Mercedes-Benz M-Class product manager, told Inside Line
DaimlerChrysler chose Sirius because the brand "has positioned itself as the
premium provider - it fits more with our brand."

What this means to you: A substantial difference between the XM and Sirius
services has finally emerged. Will automakers really lose customers for
offering one over the other?

 http://www.edmunds.com/insideline/do/News/articleId=105622

Jason