In 1967, in an innovative arrangement, Chung Ju-Yung started the Hyundai Motor Company to build the Cortina in Korea, in association with Ford. Smart enough to realise world-class expertise could unlock lucrative new markets, Chung hired former Austin Morris boss George Turnbull in the 1970s to lead development of the very first Hyundai car.  Within two decades Hyundai was exporting in volume to the worldwide market.