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John Krafcik, acting president and CEO of Hyundai Motor America today made it very clear he is disappointed with the auto industry in the United States and did not pull his punches:

There was palpable discomfort in the room as Krafcik criticized his own industry for earning a perception of being “slow, dim-witted” and “typically unresponsive to consumer and environmental needs.”

Krafcik took to task the auto industry for fighting environmental progress.

“For the most part, our industry has a history of opposing environmental and safety legislation – sometimes with the force of science and good sense behind us, such as the early California (electric vehicle) mandate, but other times with a much weaker platform of defense.”

He also said dealers and their sales force “have an immense image problem with their consumer base. Thanks in great part to manufacturer programs that put more focus on moving the iron than consistently delighting our customers, we have reached the point where, frankly, Americans would rather go to the dentist than visit a car dealer.”

An ex-Ford Executive, the CEO made it clear that the industry’s day of reakoning as arrived and to avoid a worst fate they need to change and change fast. He stresses that the industry needs to focus on quality, reliability and environment considerations if they are ever to win back the faith of the buying public.