Concerns about Hyundai Motor Group's future competitiveness have sparked debate following a post that circulated on the anonymous workplace community, Blind.
On September 6, a post by an employee of Hyundai Mobis compared the technological competition between Hyundai and Tesla to the rivalry between feature phones and smartphones. The author, identified as A, argued that while Hyundai emphasizes the product features such as space, convenience, and design, competitors like Tesla are fundamentally changing the concept of automobiles by focusing on autonomous driving.
A highlighted several features of Hyundai vehicles, including: a driver's seat that rotates backward, uniquely opening doors, an automatic stop function in suspected sudden acceleration situations, and an emphasis on design elements such as interior, sound, materials, grille, and lamps.
In contrast, A pointed out Tesla's innovations, such as vehicles without pedals, steering wheel-less technology, and alternatives to side mirrors, suggesting that the two companies are pursuing fundamentally different paths in technology development.
A specifically criticized Hyundai for concentrating on enhancing existing automotive functions and product appeal while Tesla focuses on changing the very way cars are driven.
The post quickly spread across various online communities, prompting a range of opinions about Hyundai's future competitiveness.
One user questioned the practicality of Hyundai's new technologies, stating, "I wonder how useful a rotating seat really is. I don't understand why they would create something that might only be used once a year. Even if it's for camping, why would you buy a GV90?"
Conversely, another user expressed optimism, saying, "The automotive industry has a longer transition period, so there are still plenty of opportunities ahead."
Some analysts cautioned against viewing Tesla as the sole competitor in the autonomous driving technology race. One user remarked, "Honestly, I think it's already too late for them to catch up on their own. Google is selling Waymo technology, and NVIDIA is developing a full-stack platform for Level 4, so Tesla will likely be more focused on those two companies. Many automakers are already collaborating with NVIDIA and Waymo."
Concerns were also raised about Hyundai's pricing competitiveness. One user noted, "Tesla isn't the problem. Looking at the price of the Avante at 30 to 40 million won, it seems the low-cost market will soon be taken over by BYD. The only place Korean cars can still compete is where anti-China sentiment is strong."
Another user echoed similar sentiments, stating, "Honestly, Hyundai cars can no longer be considered low-cost. They are being overshadowed by Chinese cars at the lower end, and Tesla is dominating the electric vehicle market. It feels like their position is becoming increasingly ambiguous."
They added, "When I ask my friends in their 30s what car they want next, they all say Tesla."
On the other hand, there were also voices praising Hyundai's competitiveness. In a female-dominated community, some users questioned the validity of the criticisms, stating, "What kind of company is Hyundai to make such claims?" and "Considering after-sales service, Hyundai is the top choice in our country."
Another user emphasized the importance of service quality, saying, "If I buy a car worth several million won and then have to deal with stress over after-sales service, that would be really tough."
Another user pointed out that Hyundai is investing in various future technologies, asserting, "In terms of features, Hyundai offers good value for money."
However, some users expressed the need for Hyundai to feel a sense of urgency in the autonomous driving sector. They noted, "China already has driverless taxis on the road, while we don't even have a system in place, which is slow and concerning," urging Hyundai to recognize the competitive threat posed by Tesla and Chinese companies.
This situation highlights a clash of perspectives: while traditional automakers focus on enhancing driving performance, design, convenience features, and interior space, companies like Tesla are attempting to fundamentally change the way cars are used through autonomous driving and software innovations. At the same time, Hyundai continues to invest in future mobility areas such as autonomous driving, robotics, and electric vehicles, making it difficult to definitively assess its future competitiveness based solely on current technological gaps.
* This article has been translated by AI.
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