Hyundai revamps software plan as Tesla pushes in Korea

Hyundai Motor Group is set to overhaul its software strategy following the resignation of Song Chang-hyun, who led its global software center.

Song stepped down amid slow progress in autonomous driving compared to competitors like Tesla, which recently launched its Full Self-Driving (FSD) service in Korea to positive feedback.

Hyundai, which aims to implement Level 3 Highway Driving Pilot technologies, has delayed its timeline with no confirmed launch date.

Other carmakers, including Mercedes-Benz and BMW, are moving forward with Level 3 autonomous features.

Analysts said Song’s departure signals a shift in Hyundai’s strategy, with increased focus on partnerships such as with Nvidia.

Industry observers noted that Tesla’s FSD debut in Korea has intensified competition in the local EV and autonomous driving market.

🔗 Source: The Korea Times

🧠 Food for thought

Implications, context, and why it matters.

FSD in Korea clarifies Level 2 versus Level 3

In 2022, South Korea aligned the Korea Motor Vehicle Safety Standards (KMVSS) with UN Regulation No. 157, the United Nations Economic Commission for Europe (UNECE) rule for Level 3 automated lane keeping, to enable Level 3 commercialization 1. Hyundai has pushed back its Level 3 Highway Driving Pilot timeline, while regulators updated standards.
Tesla Full Self-Driving (FSD) stays at Level 2, which needs continuous driver oversight, so it avoids Level 3 approvals 2. Several countries are moving ahead with Level 3 deployments under UNECE R157, which sets up different regulatory and technical paths 2.

Map rules push foreign ADAS to partner locally

FSD spurs demand for High-Definition (HD) maps and local infrastructure. Korea blocks export of maps at 1:5,000 scale or finer without Cabinet approval under Korea’s Geospatial Information Management Act 3. Authorities have tied approval to steps such as operating local servers and blurring sensitive sites 3. Google and Apple have faced denials since 2016, so the barrier persists 4.
New entrants in Advanced Driver-Assistance Systems (ADAS) or autonomous driving will likely team with Korean mapping firms and data-center operators for HD map supply, data localization, plus compliance services. Domestic provider strength and localization rules reinforce this need.