Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 9 pages
Data source: Generalised experience
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https://casecent.re/p/19883
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Abstract
Hyundai, which forayed into the US car market in the mid- 1980s, always had an image of a low quality car manufacturer. From the beginning, it had failed to live up to the quality expectations of the Americans. Hyundai''s cars were bought only as a last resort and the company used to feature at the bottom of most of the quality surveys. The situation changed dramatically after Chung Mong Koo took over as the CEO of Hyundai in 1999. The case highlights the strategies that Hyundai adopted to transform itself from being the car of last choice to becoming the leading quality car manufacturer in the US, rubbing shoulders with Honda and second only to Toyota.
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Abstract
Hyundai, which forayed into the US car market in the mid- 1980s, always had an image of a low quality car manufacturer. From the beginning, it had failed to live up to the quality expectations of the Americans. Hyundai''s cars were bought only as a last resort and the company used to feature at the bottom of most of the quality surveys. The situation changed dramatically after Chung Mong Koo took over as the CEO of Hyundai in 1999. The case highlights the strategies that Hyundai adopted to transform itself from being the car of last choice to becoming the leading quality car manufacturer in the US, rubbing shoulders with Honda and second only to Toyota.