Tesla misled South Korean customers about automated-driving tech, consumer group alleges

What happened

A consumer advocacy group plans to complain to South Korea’s Fair Trade Commission, alleging Tesla misled customers about Full Self-Driving (Supervised), software that cannot legally be used in most of its vehicles there. Tesla has charged for the software for more than three years, while only about 20% of registered vehicles are eligible.

Confirmed

Global impact / market context

If regulators find Tesla misrepresented eligibility, the company could face pressure to change sales claims, provide refunds, or delay further software sales in South Korea. That could reduce revenue from paid upgrades and subscriptions, while certification work may add costs before China-made vehicles can use the feature.

Analyst inference

Eligibility depends partly on where vehicles are made: South Korea recognizes relevant US safety standards under a trade agreement, while most Tesla vehicles there are made in China. This creates a gap between software sales and permitted use that could shape certification and customer responses.

Confirmed

What to watch

1. Watch whether the advocacy group files its planned complaint and what evidence it presents about Tesla’s marketing and customers whose vehicles cannot legally use the software. Proposed
2. Watch for any Korea Fair Trade Commission findings or actions; the agency handles consumer protection and antitrust matters, and its response could affect Tesla’s sales practices. Analyst inference
3. Watch for progress on certification of China-made vehicles in South Korea, since approval could expand the number of Tesla owners legally able to use the paid software. Analyst inference

Evidence

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