Hyundai plays catch-up as Tesla strengthens grip on Korea's EV market

Hyundai Motor’s autonomous driving road map is putting its ability to keep pace with Tesla under scrutiny, as the U.S. automaker rapidly gains stronger ground in Korea’s electric vehicle (EV) market. Last week, Hyundai Motor Group’s self-driving arm — 42dot — said it will introduce cars with Level 2+ autonomous driving technology based on Nvidia’s platform in the first half of 2028, followed by Level 2++ technology later that year. Vehicles equipped with the carmaker’s proprietary Atria artificial intelligence (AI) system will also be mass-produced in the second half of 2029, according to 42dot. Under the road map, the automaker seeks to close the gap with Tesla and other overseas autonomous driving leaders. But the timeline for Hyundai Motor's self-driving commercialization still leaves much to be desired, as Tesla has already turned into a consumer-facing product. Tesla’s Full Self-Driving (FSD) Supervised system is already available in Korea in limited form, although regulatory approval for its broader domestic operation remains a key hurdle. Tesla has also been expand