This article in Information Week points out the fact that XM Satellite Radio will be creating a specific Hyundai channel that would broadcast only to the XM Standard Equipped Hyundais.

“Why would anyone listen to the “Hyundai channel” over the dozens of other satellite channels? The company hasn’t figured that out yet. But it plans to use the same online survey tool it used for the Sonata campaign, MarketTools Inc.’s Zoomerang, to gather data on customer responses to the radio messages.”