"The position for domestic electric vehicles is diminishing further." This comment was made on a viral video showing a Tesla electric vehicle with Full Self Driving (FSD) navigating a complex intersection in downtown Busan with ease. This roundabout, where 8-lane, 6-lane, and 4-lane roads converge, is notoriously known as the "driver's graveyard."

According to Kaizuyu Data Research Institute on the 7th, Tesla has taken the top spot in the domestic electric vehicle market share from January to November this year, with 29.5%, surpassing Kia (27.7%) and Hyundai Motor Company (21.3%) for the first time. From January to October this year, Tesla had a 28.1% share, closely trailing the original leader Kia (28.6%) and surpassing Hyundai (21.7%) in just one month. With Tesla's recent announcement of FSD's introduction in Korea, the industry is abuzz.

Chinese automotive companies are also entering the Korean market one after another. China's Geely Automobile's premium electric vehicle brand Zeekr recently declared its entry into Korea. It has recently signed contracts with Korean dealers, aiming for sales in the first quarter (January to March) of next year. China's BYD is expanding its range of vehicles sold in Korea, adding mid-sized sedans to its lineup following small SUVs.

As foreign electric vehicles, led by Tesla, intensify their "invasion of Korea," domestic automakers like Hyundai Motor Group are contemplating defensive strategies for the domestic market. Korea is particularly targeted by global electric vehicle companies for next year, as the electric vehicle subsidy budget will increase by KRW 183 billion compared to this year, unlike in other countries such as the United States and China.

Hyundai Motor Group is seeking a breakthrough with a high-performance, luxury strategy. According to the industry, Kia plans to launch GT versions of the EV3, EV4, and EV5 next year. The GT is a luxury high-performance sports model designed for long-distance driving. Next year, Genesis is expected to release not only the high-performance model GV60 Magma, which has already been announced, but also the GV90, developed as a flagship luxury model for Hyundai Motor Group. An industry insider assessed, "It's time for Hyundai Motor Group to introduce new positioning against Tesla's autonomous driving technology and the cost-effectiveness strategy of Chinese companies."

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