Hyundai Motor America said today it would start guaranteeing customers trade-in value for its cars at the time of purchase.

The innovative new program under its "Assurance" marketing banner will give car buyers a definitive number for what their car is worth years in advance, said John Krafcik, CEO of Hyundai Motor America, speaking at the New York International Auto Show, reported The Detroit News.

"Depreciation is a big unknown," Krafcik said. "It's like giving one of the big benefits of leasing, but you're still owning the car."

The trade-in guarantee will roll out to dealers this May, Krafcik said. "We're already one of the highest brands in loyalty, and we think this will help," he added.