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THOSE
who have been following the motoring section of this
publication will probably wonder why this issue’s front
page does not have cars on it. That being the case, the
writer would like to beg everyone’s indulgence as he has
a rather important story to tell.
Upon the
personal invitation of Ma. Fe Perez-Agudo, EVP and COO
of Hyundai Asia Resources Inc. (Hari)—exclusive
distributor of Hyundai vehicles in the Philippines— this
writer joined a delegation of 12 journalists on a recent
trip to South Korea, which coincided with the 40th
anniversary of the Hyundai Motor Co. (HMC) and its
annual Asia-Pacific dealer conference.
Jewels in the Palace.
Hari
EVP and COO Ma. Fe Perez-Agudo and Tripod’s Marissa
Balmaceda don traditional Korean costumes at Gyongbuk
Palace.
Accompanying the Filipino journalists on the trip were
Agudo; chairman emeritus Richard Lee; the Hari marketing
team of Paeng Batuigas, Lyka Holt and Vi Ramos; and
Marissa Balmaceda, Carla Manio and Tere de Jesus-Garcia
of Triprod (Hari’s PR agency).
During
the predeparture briefing, Agudo assured us that
everything would be well taken care of and that we all
should simply relax and enjoy the trip. “No work,
please!” she reiterated.
Upon our
arrival at the
Inchon International
Airport, we were immediately given a display of Korean
clockwork precision.
We met
our appointed tour guide, Flora Lee, whose pleasing
nature and patience was greatly appreciated by the
Filipino contingent. We boarded a bus that took us to
Rolling Hills—a hotel established by HMC exclusively for
the use of its executives and company guests, where we
stayed for two nights.
Throughout the six days of the trip, our group traveled
by bus, train and plane and checked into three different
hotels. (The other two were in Busan and Jeju Island).
At each stop, the efficiency of our hosts was
impeccable. Every time we first opened our rooms, our
luggage was already there. Not once did any piece lose
its way. There were also nice touches, such as
complimentary fruits and an occasional long-stemmed
rose.
Enjoying the sights.
Tour guide
Flora Lee, Hari’s Paeng Batuigas, Vi Ramos and Lyka Holt
at the Jeju Folk Village.
Every
minute detail was meticulously looked after, such as the
correct spelling of our names on our tags and
nameplates, the preparation of special diets, if anyone
required them, and prearranged seating at our dining
tables. All activities were held on time, and our tour
guides were ever so polite in prodding us on when we
were behind schedule. If anyone ever needed something,
nothing short of heaven and earth was moved to
accommodate the request.
It is
absolutely no wonder at all that Korea was able to stage
the Asian Games, the Olympics and the Fifa World Cup.
They are good at making guests feel really at home.
According to Daniel Cho, HMC assistant manager-export
promotion team, international business division, “We
take pride in two things: our hospitality and speed.”
Those attributes, along with a few more, seem to be
deeply rooted in the way Koreans carry out their lives.
They
seem to possess an inner strength that allows them to
improvise, adapt and overcome any challenge that comes
their way.
Perhaps
it has something to do with their experience as a
people.
Korea’s
past is dotted by strife, conflict, difficulties and
constant change. In the olden days, the country was
ruled by several kingdoms, which were later unified into
an empire that changed dynasties. (Descendants of the
royal family are still around but they no longer
participate in the affairs of the state or government.)
The country has also survived ruthless invasions from
its neighboring countries and was gravely affected by
World War II, as well as a civil war that tore the
country in half and, technically, still exists to this
day. Today
North Korea
remains under communist rule, while South Korea is now a
democracy.
Despite
its painful and tumultuous history, South Korea and its
people—just like its national symbol, the
Phoenix—have
risen from the ashes of their past and emerged as a
modern economic power. Their resilience and ability to
bounce back from adversity is evident today in their
infrastructure—they have their own Bullet Train that
runs on magnetic levitation—and the high standard of
living of its people.
And one
of the entities which has greatly helped lead the
nation’s resurgence is Hyundai.
In the
Philippines the name Hyundai was made popular by the
electronic products and vehicles that have found their
way into many Filipino households. Not many know,
however, that Hyundai has forged an even bigger name in
the shipbuilding industry, where it is the acknowledged
leader in the world. Proof of this is the fact that one
out of every three ships that travel the world’s oceans
was made in Hyundai’s shipyard in Ulsan, which the group
was able to visit. The facility, which we were not
allowed to take pictures of, literally spanned as far as
our eyes could see.
Just a
stone’s throw away from the shipyard is the Hyundai
automobile factory, which employs over 54,000 employees
and where the group was given a guided tour. The factory
rivals any Japanese or European counterpart that this
writer has seen. It was there that we caught a glimpse
of some new models, including the I30, which could
possibly be introduced in the
Philippines
in the near future.
Many may
have forgotten the time when consumers would shy away
from Korean brands because of their low quality. That is
no longer the case today. The Hyundai brand, for
instance, has found great acceptance not only in the
Philippines, but also in highly competitive markets such
as the US and most Pacific Rim countries.
In every
possible way Hyundai and Korea as a whole have truly
come a long way. Their products and the people who make
them have reached the world-class level.
Another
striking thing that this writer observed was that
although the country has reached such a level of
development, its people still cling dearly to the
certain aspects of their history and culture.
A great
part of the trip was spent visiting historical sites,
such as the Gyongbuk Palace in the heart of Seoul, the
Beomeosa Buddhist Temple in Busan and the Folk Village
on Jeju Island.
At the
Palace, we watched the changing of the guard performed
by troops wearing replicas of uniforms used by the
ancient palace guards. Only 20 of the original 300
structures inside the Palace remain and they are
maintained by the government with great care and at
great cost.
This
desire to preserve history serves to give the Koreans a
strong sense of identity and pride that has driven them
to excel in everything they do.
In
Beomeosa Temple, we ascended the hundreds of steps and
entered the three gates that symbolized man’s journey to
enlightenment.
According to our guides,
Korea
has evolved its own form of Buddhism, which has three
distinct characteristics that have a profound influence
in the way the country, relationships and business are
run:
First,
it is universal and liberal, serving as a guide in
solving cultural problems.
Second,
it protects the nation and the people. Furthermore, it
is concerned with national glory and peace. It is said
that during the Japanese invasion in the 15th century,
monks set aside their normally peaceful ways to serve as
soldiers. This is perhaps the reason why some refer to
Korean Buddhism as “protector of the nation.”
Third,
it promotes harmony, seeking reconciliation among
conflicting religious ideas and schools. This
characteristic is probably why Korean society has little
difficulty in moving toward one goal or direction, which
is essential in today’s global economic climate.
In the
Jeju Folk Village, we caught a glimpse of what life was
like in the old days, when modern conveniences as we
know them did not exist. Everything was done manually
and hard labor was the norm.
That
work ethic is still palpable even in Korea’s current
corporate world, most especially at the Hyundai Motor
Co.
For this
motoring writer, it was indeed a trip like no other and
it has his eyes to something that goes deeper than a
company and its automobiles.
When one
puts everything together into one big picture, it is not
difficult to comprehend why a company such as Hyundai
has become as competitive as it is today. The seeds of
success are firmly planted in the hearts and minds of
its executives and employees, who in turn belong to an
even greater collective that is striving for national
greatness. It would not be surprising if the company
will still be around making cars 400 years from now. |
