However, by adpting a variety of quality improvement stratefies that, collectively, came to be known as quality management, automakers in the United States have been able to reemerge as guality leaders. the market share taken away from American automakers by their Japanese competitiors 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 miracle-Ford was able to lead Chrysler and General MOtors down the path to recovery and reemergence. 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.