ies.xlsx Car Bites Dog North America is often considered a blend of two countries with similar tastes and perceptions. And in many cases, this is true. However, in the case of car manufacturer Hyundai, there is much to be said about crossing the 49th parallel. Hyundai started in Canada first, opening up operations in 1983. By 1985, Hyundai was the number one car importer in Canada. Meanwhile, it took until 1986 for Hyundai to enter the United States, and it did so with a rather underwhelming effort called the Hyundai Excel. Car and Driver called its performance "(f)aster than speeding molasses." Others described the 1986 model in different terms: "a dog." Hyundai has continued to face this perception of lower quality or performance since the 1980s. In order to combat this view of its firm, Hyundai decided to focus on quality. But instead of simply choosing higher quality materials or telling the quality story, Hyundai decided to take the lead. It focused on building a reputation as having the industry's best warranty. This focus on warranty compelled employees of Hyundai to work hard to back up the warranty, engaging the company e in a new focus on quality However, not much has changed in the minds of the U.S. car shopper in 30+ years. In 2015, the Harvard Business Review noted that Hyundai still struggles to find a foothold in the United States market: "Over the past decade, for instance, Hyundai has introduced longer warranties and luxury models such as the Genesis and Equus. These moves have boosted sales volume but have not budged Hyundai's position as a peripheral follower, not that far from its sister brand, Kia, and second-tier Japanese brands such as Mazda." Around the same time. Hvundai was creating a new camnaien in Canada, with a focus on the Show