Hyundai Motor Company

This case discusses the entry of Hyundai Motor Corporation (HMC) into the United States. After a promising beginning in the U.S. automotive market, sales tanked as “Hyundai” became synonymous for cheap car. After leadership changes within HMC, the company focused on improving quality as well as its image in the United States. A full line of vehicles was introduced and sales spiked up beginning in 1999. The case details HMC’s experience in the United States Automotive market and discusses the strategies and tactics Hyundai employed to improve sales and perception.