coming up, we will look at how taveras, injected a cost-cutting culture into the company. to get more from the man himself. >> we started from a very simple recognition that if we are in trouble, it is not because we are working enough. we are working like hell. ♪ >> in his five years at the helm, carlos taveras has managed to return not just profitability but a german carmaker as well. >> the interesting thing is we have french cars coming off the production line and german cars coming off the same line. >> two quite distinct cars. when taveras first visited, his message was clear. >> the first time mr. taveras came we were in the body shop. he sees the manager and asks what is your value? what is the return on investment? the manager stood there stupefied. that wasn't something we were used to working with. today, that has changed. we have changed the culture from the manager to the operator, we think about the cost price. we know we have to be competitive. with countries where prices are lower. how did you go about selling your visions to the workforce? >> it was not ve