Hyundai Motor America’s Joel Ewanick, credited with developing the Korean auto maker’s successful Assurance program, will join Nissan North America Inc. as vice president-marketing for the Nissan Div. March 22.

As vice president-marketing for HMA, Ewanick launched the successful and imitated Hyundai Assurance program, which Nissan says in a statement “doubled the percentage of U.S. customers willing to consider buying a Hyundai.”

Leading advertising publications lauded him with awards last year for Assurance, which allows Hyundai owners to return their vehicles if they lose their jobs or suffer similar hardships that prevent them from making car payments.

Ewanick joined Hyundai in 2007. Prior to that he served as director-brand planning, at The Richards Group and also spent time at Porsche Cars North America and Saatchi & Saatchi Team One Advertising.

At Nissan, he will oversee marketing communications, pricing and product management, the auto maker says.

Ewanick replaces Christian Meunier, who was appointed president of Nissan’s Brazilian subsidiary Feb. 5.