To be fair, outside of China Korean car manufacturers position themselves as such.
Not without success, their sales are booming.
Have to be in the same context for comparison. I am not just talking China. I was referring to the global car business. Before EV breaking out, Hyundai and Kia were already global brands. I personally witnessed their market growth in the US. Korean cars were also gaining popularity in EU and Russia, way more than Chinese ICE brands.
I was and am talking about EV transition, in China as well as on a global scale. You can pick a starting time on this EV race. For all meaningful angles, Chinese EV industry is coming up so fast and furious, this current EV race makes Korean car makers like turtles, pretty big ones if you will, but turtles nonetheless.
I have been a car nut living in the US for many many years. In the US, Tesla is EV and EV is Tesla. Look at Rivian and Lucid. They enjoyed humongous market caps in recent years. But they are still minions in comparison to their Chinese counterparts such as Nio/Xpeng/Li-Auto. They are trying in the 2nd largest car market without Chinese competition, due to political-driven market protection.
On the other hand, Chinese EV companies were born in the shadow of foreign ICE brand dominance. When the EV market just began to take shape, the Chinese government brought the EV shark, a.k.a. Tesla, to compete against them. It is in this largest and cutthroat car market that the Chinese EV companies have been striving to survive and thrive.
Fast moving forward to this date, to my trained eyes of decades in commercial competition, outside Tesla, there is no peer to the Chinese EV companies, not even close. Yes, with protected market, car companies like Hyundai and Kia could post pretty numbers in those vertical markets where Chinese EVs are practically banned. But as I said many times in the past, EV is more complex than meets the eye. Recent bad news out of Ford and GM kind of validates this observation.
In summary, marketing FUD aside, in terms of industrial and commercial competitive advantages, Tesla is the only car company that is on par with the Chinese EV makers, with all things considered.