However, by adopting a variety of quality improvement strategies that, collectively, came to be known as quality management, automakers in the United States have been able to emerge as quality leaders. The market share taken away from American automakers by their Japanese competitors began to return in the late 1980s and early 1990s. By working with Dr.W.Edwards Deming the quality guru who is credited with giving birth to the so-called Japanese recovery and re emergence. Competition remains fierce in the global automobile market, and consumers worldwide have benefited as a result. World-class quality is an ever- changing phenomenon; continued improvement has become the norm.