Socar's Hidden Problems Amidst Service Innovation

Despite Socar's service innovation efforts, its reliance on 'technology-driven operations' has led to eroded trust, stemming from customer complaints and irresponsible responses.

Chairman Lee Jae-woong is focusing on advancing its AI-based 'E2E Autonomous Driving Model,' leveraging over 220,000 accident data points and real-time driving data collected from approximately 25,000 vehicles.

In contrast, this reporter experienced a situation on the morning of April 11, 2026, where a Socar electric vehicle failed to start, causing a missed appointment. When a request was made for a vehicle malfunction certificate, Socar's customer service responded that 'no such form exists' and instead provided only a 'usage record,' demonstrating an evasive attitude. The customer center refused to issue proof of malfunction, citing a lack of system authority, and approximately seven hours later, only notified the customer via text message about a 'starter motor failure and repair completion.' The consumer group 'Consumers Together' criticized Socar's response, denouncing its irresponsible customer service practices.