Hyundai Way — Transformation

 

Hyundai Way — Transformation


By Don Southerton • May 2026 • 94 pages

Hyundai is no longer a fast follower; it has become a game-changer. In this 4th edition, I trace how one of the world’s most competitive companies reinvented itself under Executive Chairman Euisun Chung: from the founder’s raw entrepreneurial drive, through a global quality revolution, to today’s bold bets on EVs, autonomous vehicles, robotics, and hydrogen. At the center is a framework I call “work funneling,” the chaebol strategy that lets Hyundai enter new markets, create captive demand, and reach profitability faster than Western rivals can react. Whether you’re a business leader, investor, dealer, or new to the Hyundai organization, this book gives you the context and the framework to understand where Hyundai has been and where it’s going.


Available on Amazon: https://www.amazon.com/dp/B0H21WLCG7

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