Toyota also says "Beat Toyota"
Another good post from the Panta Rei lean blog on quality and perceptions of today's Toyota, yesterday's Toyota, and tomorrow's Toyota… how Toyota says “Beat Toyota”, much as GM says it today.
I used to work at Dell Computer when they were chasing Compaq to be #1. “Beat Compaq” wasn't motivating anymore once Dell became #1. The good thing about chasing yourself is that you are competing against perfection, which can be motivating forever. They seemed a bit lost for a bit right after they surpassed Compaq.