In 1947, Chung Ju-yung built Hyundai out of a small construction firm in postwar Seoul. Three generations later, his grandson Chung Euisun is running the most aggressive transformation in automotive history: Boston Dynamics. Motional. 42dot software. HTWO hydrogen. Supernal flying mobility. A $26 billion U.S. industrial commitment that quietly rewrites the next decade of trade.
After twenty years advising chaebol C-suites at Hyundai, Kia, and Fortune Global 500 Korean groups, I wrote down what I tell clients on day one — the work-funneling model, the chaebol timeline, the cultural permission Western boards still don’t have.
HYUNDAI WAY: TRANSFORMATION is now available for pre-order: Kindle $9.95 (regular price $14.95 at launch) / paperback $29.95.
If you sell to Korea, compete with Korea, or want to understand the companies quietly building the West’s industrial backbone — this is for you.