Hyundai Way: Transformation

As we watch the Korean National Assembly prepare for its critical March 12 vote on the $350 billion US investment bill, a decision that will shape tariffs, trade, and the future of US-Korea business, it’s a reminder of just how central Korea has become to the global economy. This is exactly why I wrote this book. 

In October 2023, I told a Korea Times reporter something that surprised them. 

 “Hyundai is no longer a fast follower. They’ve become a game changer.” 

 That one answer became the foundation of my new book. 

 For decades, Hyundai’s formula was simple: study what Toyota perfected, adopt what BMW engineered, improve incrementally, scale rapidly. 

It worked. 

It made them the world’s third-largest automaker. But fast following requires someone ahead to follow.

 When the entire industry faces uncertainty, EVs, autonomous driving, software-defined vehicles, and urban air mobility,  fast following breaks down. 

Hyundai’s response under Executive Chairman Euisun Chung? Become the one others follow. 

 Hyundai Way: Transformation traces three generations of leadership that made this possible,  and what it means for every executive doing business with Korean companies today. 

 Here's your Amazon pre-order link: 

http://www.amazon.com/dp/B0GRPDFVNF.