I have read and seen a lot of change management, business transformation, and executive leadership materials refer to the GM-Toyota partnership and the Forbes.com article above provides a nice summary.
This case suggests that driving cultural change is all about modifying behavior through the management system, motivation, and leadership. Further, I concur that trying to change how people think, is a dead end. In support of this assertion, I refer you to The Fifth Discipline by Peter Senge for a discussion on mental models.
Culture can change. You can move the needle “one tick at a time”. It is not easy, and the successful ones, are done many times, without anyone even realizing that it is happening.