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Hyundai Motor Co, associated with shabby automobiles that regularly became a laughing stock in the late night television talk shows of the US, has stunned the auto world by occupying the number two slot in the ''2004 Initial Quality Study'' of JD Power and Associates. Hyundai trailed behind Toyota, the long time industry leader in quality, by just one point. The newly earned respect for Hyundai has helped in increasing its sales, to earn a spot in the global big league. For 2004, Hyundai became number seven in worldwide auto sales. This has encouraged Hyundai to declare its ambition of overtaking Toyota in quality parameters by 2008 and become the fifth-largest car maker by 2010, banking on its quality. This case study offers scope to discuss whether the new found quality improvement at Hyundai is for real and whether the strategies that Hyundai is following will help in overtaking Toyota. A structured assignment ''305-343-4'' is available to accompany this case.