They're again offering a form of consumer protection by deferring the car payments of the federal employees affected by the shut down. It's one of those very simple, very basic moves that is just an absolutely stellar PR coup, and it's the second time they've done it. There are really few better ways to build a shit ton of customer confidence. And at the end of the day, I'd be willing to bet that it has little impact on their bottom line.
Why, exactly, is it that no other car company thought of this? It's even more amazing when you realize that Hyundai has done this before, several years ago, and the other big manufacturers just let Hyundai get the jump on them again.