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Case Title:

Hyundai in USA: The Quality Rides

Publication Year : 2004

Authors: G Saradhi Kumar, Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: MES0006

Teaching Note: Not Available

Structured Assignment: Not Available

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Hyundai, which forayed into the US car market in the mid-1980s, always had an image of a low quality carmaker. 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.

Pedagogical Objective:

  • To discuss the initiatives taken by Chung Mong to build break the image of Hyundai as a low quality car marker.

Keywords : Hyundai Motor Company; Honda; JD Powers initial quality study; Toyota; Managing in Troubled Times Case Study; Six sigma campaign in Hyundai; Santa Fe; Hyundai's quality problems in USA; Hyundai's quality rating improvement; Hyundai's sales in USA; Hyundai's quality initiatives; Excel sub-compact

Contents : 
Hyundai Inusa
Santa Fe For Uncle Sam
Enhanced Image
Hyundai’s Salesgrowth In The Us Since 1998
Increase Inhyundai’sglobalmarket Share
J.D. Power And Associates 2003 Initial Quality Study

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