There are lots of measures of a car's durability, though most of them involve some form of automated, repetitive and quantifiable test over a set period of time.
But when Hyundai decided that it should test the toughness of its i30 hatchback, it decided that something more arbitrary was in order: it gave one to a rampant pack of baboons. Ok then.
So, the car was left in the grounds of the Knowsley Safari Park in Liverpool, and a video camera set up (natch).
Clearly it's all one big PR stunt (which we're perpetuating), and has little to do with real world reliability, but it's interesting all the same.
You can watch the video below, or get more info about it here.