You know you've arrived when your competitors not only begin acknowledging that you exist, but actually see you as a threat. Hyundai got to enjoy this distinct pleasure today when Toyota's chairman Fujio Cho told a group of Korean journalists that it was a "strong enemy". Not only has Hyundai completely transformed its image in North America from a slinger of bargain basement econo-boxes to a respected purveyor of reasonably priced, well built automobiles, but it's also going after emerging markets like China, Africa and the Middle East as hard as anyone else. Plus, Toyota has directly felt the sting of Hyundai's success, having been forced to rub elbows with the brand at the top of many recent J.D. Power and Associates reports. Still, calling Hyundai a 'strong enemy' is a bit harsh, no? How about "worthy adversary" or "respected competitor"? Toyota really drives home the point that the business of selling cars is like war and that no 'enemy' should be underestimated. Thanks for the tip, catgirlshyla!
[Source: TradingMarkets.com]
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Reader Comments (Page 1 of 2)
paul34 @ Nov 21st 2007 4:07PM
That is how they do it in Japan.
You are a strong enemy! WE SHALL DESTROY YOU
Corey L @ Nov 21st 2007 5:14PM
I LOL'ed. My thoughts exactly upon reading headline.
Temple @ Nov 21st 2007 4:10PM
Toyota has always said that Hyundai will be their biggest rivals.
Also, Autoblog needs to stop with their Toyota trolling. Report the news, don't start it into another fanboy flame war.
Article from almost two-years ago:
http://www.freerepublic.com/focus/f-news/1555926/posts
Kowell @ Nov 21st 2007 4:31PM
Last year an article here on Autoblog stated that Toyota had asked it's components manufacturers NOT to sell to Hyundai. This isn't what I'd call a big news here...
psarhjinian @ Nov 21st 2007 4:34PM
But Autoblog has to post Toyota stories like this. I mean, Ferrari-branded blenders and Mustangs with custom paint jobs don't bring in nearly the ad revenue.
DJB @ Nov 21st 2007 4:10PM
When you consider the fact that Hyundai is outselling Toyota in the emerging markets of China(#3), India(#2), and Russia(#1) by alot (#6 in the whole wide world)
AND
Toyota told its suppliers to stop selling auto parts to Hyundai
I'd say Toyota considers them the enemy.
Takeo @ Nov 21st 2007 4:16PM
I think this might have an element of mistranslation, the Japanese word for enemy "Teki" can mean opponent, competitor or enemy, the contextual differences are quite subtle.
Boudu @ Nov 21st 2007 4:20PM
Talk about overreacting about the word "enemy", it is a business after all, in fact they originally refer to them as "strong competitors". Seriously this place must be written by a bunch of high-school students.
Original quote:
"Hyundai Motor is growing bigger and poised as a strong competitor," Toyota Motor Chairman Fujio Cho told a group of Korean journalists at the automaker's headquarters.
Original quote:
"Hyundai Motor is growing bigger and poised as a strong competitor," Toyota Motor Chairman Fujio Cho told a group of Korean journalists at the automaker's headquarters.
Fujio said he was worried about Hyundai's expanding sales in emerging markets such as India, China, Africa and the Middle East as well as its ability to sell high-quality cars at cheaper prices.
"It's difficult to make inroads into those markets where such a strong enemy is already there." Fujio said.
2004m3driver @ Nov 21st 2007 4:23PM
I love Hyundai. Someone has to keep the giants in check and be competitive. I wonder if Toyota will get as hurt as badly as what the imports did to do American car companies.
psarhjinian @ Nov 21st 2007 4:32PM
Hyundai is a giant. They're like the Korean equivalent of General Electric, only more diverse and far healthier. Their product range runs the gamut from microelectronics to seafaring cargo ships.
Toyota is actually a much smaller company, by comparison.
AlexP @ Nov 21st 2007 7:13PM
I'd expect a SAABist to know this, but Hyundai was broken up into pieces in the 90's, it's quite far from being a single entity.
psarhjinian @ Nov 21st 2007 9:05PM
True, but they're still very much related (in the same sense as Japanese keiretsu are), even if they're legally separate corporations.
But yes, comparing them to GE would be a poor analogy. Probably closer to the likes of Mitsubishi is more accurate
J. D. Billiford @ Nov 21st 2007 4:25PM
>>> This comes as no drama or surprise. As the article states, "Hyundai [has] completely transformed its image . . . " I have found myself on several occaisions being impressed by some of their current and proposed vehicles.
All this means is to the other auto manufactuers, both foriegn and domestic, is that the object in their rear view mirrors is indeed getting closer.
Sam @ Nov 21st 2007 4:28PM
The reality is that most can not accept that the Koreans are doing it quicker and as proficiently as the Japanese. It requires a complete paradigm shift, which most aren't ready to make.
Hyundai's Genesis will most likey continue to ramp-up the war. And if you don't think it's a war, why does Toyota tells it's suppliers 'don't sell to Hyundai or you'll lose our business(money)." The Koreans want to beat the Japanese at any cost for all that the Japanese did to them. It's an obsession.
toronado455 @ Nov 21st 2007 5:01PM
Toyota doesn't need to worry about Hyundai.
The Detroit "big three" need to worry about Hyundai.
hoeun kim @ Nov 21st 2007 6:18PM
yep, thats why youre not a toyota exec, even they themselves are worried, yet, you say otherwise. that type of thinking got big 3 in trouble in the first place when japanaese first came around.
toronado455 @ Nov 22nd 2007 4:11AM
But see, as a consumer, I don't see Hyundai as a direct competitor to Toyota. Not the way Honda is anyway. I wouldn't necessarily cross shop a Hyundai with a Toyota the way I would cross shop a Honda with a Toyota.
I WOULD however cross shop an American car with a Hyundai because I see them as comparable values in terms of quality and price.
Hyundai has definitely improved, but still has a long way to go. Hyundai ain't no Honda.
Toyota just needs to focus on continuing to do what they do best and fix the recent quality problems that have cropped up in a few models.
Eddie @ Nov 21st 2007 5:10PM
Correct me if I'm wrong, but isn't acknowledging a competitor an insult in Japanese culture?
They may be backhand slapping Hyundai by calling them out as a strong enemy.
Takeo @ Nov 21st 2007 5:34PM
No, it's not an insult, it's a compliment. In Japanese it would be to "mitomeru" meaning to "recognize" someone. If someone wasn't worthy as a competitor/enemy they simply wouldn't be mentioned. It truly a symbol that Hyundai is now playing with the big boys.
Kudos.
Larry @ Nov 21st 2007 5:32PM
I have posted many comments lauding my '03 Tiburon V-6, and just recently I am beginning to feel that I no longer need to try and convince people that Hyundai is a good company..... I love it's looks, but I loved its price... I am self-employed, nearing retirement, and already having a business vehicle, I could not justify spending the 5 or 6 grand more that comparable sporty coupes cost! I had it paid off in two years....and FIVE YEARS LEFT ON THE WARRANTY!