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Upstart Hyundai guns for Big Three "We're tremendously confident about our future," Kim Jae Il, Hyundai senior executive vice president, said at the Seoul motor show last month.
Hyundai managers exuded self-assurance at the show, where the Hyundai and Kia brands displayed a raft of new vehicles and high-tech concepts.
In contrast with the self-effacing style of Japan's business executives, the Koreans' declarations appear bold, even cocky.
For cultural and historical reasons, they relish taking on the Japanese after having emulated them for years.
John Krafcik, vice president for product development at Hyundai Motor America, says the company 's culture combines some of the finest Japanese qualities, such as discipline and focus on eliminating waste, with an earthy can-do spirit he traces to Hyundai Motor's origins as a car-repair business.
"It's this wonderful combination of the best of the Japanese layered on top of an extraordinary entrepreneurial spirit.
"There's a 'lift yourself up by your bootstraps' culture that runs through the whole company , " said Krafcik, former chief truck chassis engineer at Ford Motor Co. " Detroit versus korean cars
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