Summary This article analyses the introduction of quality and productivity programmes in small‐ and medium‐enterprises in the Brazilian motor sector. It pays particular attention to the training and problem‐solving capacity. Five Brazilian‐owned companies have been studied, all of them located in the São Paulo area. The aim of the study was to understand sources of pressure for change and the responses made by firms, in terms of changes in the planning, detailing and operationalization of production organization. It concludes that there are a number of different responses at enterprise level, varying from the more aggressive to the more conservative. But in all cases there is a lack of external support oriented to the specific needs of small and medium‐sized enterprises. These needs centre on limited management capabilities and the financial restrictions facing small firms.