Hyundai Motor Group’s Chairman Chung Euisun has challenged his team to surpass Tesla in software-defined vehicle (SDV) technology by 2028, emphasizing that quality must take precedence over development speed despite the Korean automaker’s late market entry.
Speaking at a town hall meeting with 150 employees at the company’s Advanced Vehicle Platform headquarters near Seoul, Chung acknowledged Tesla’s current market leadership while expressing confidence in Hyundai’s potential to claim the top position. “When we launch our advanced SDV products in 2028, we must be ranked No.1 in evaluations,” he told staff.
The automotive conglomerate has committed 18 trillion won ($12.4 billion) to SDV development through 2030, with plans to transform all new vehicle models into software-defined vehicles by year-end. Hyundai’s strategy emphasizes creating vehicles that function as comfortable working spaces through enhanced software capabilities.
Chung warned against over-reliance on external partners, stressing that Hyundai must develop deeper expertise than its suppliers to maintain quality control.
The global SDV market is projected to reach $419.7 billion by 2028, up from $270.9 billion this year. Major competitors include Toyota developing its AreneOS, Volkswagen investing $29.6 billion in its Cariad subsidiary, and Mercedes-Benz collaborating with Nvidia.
Hyundai’s self-driving unit 42dot recently partnered with Samsung Electronics to develop an AI-powered SDV platform using Samsung Exynos auto chips.
