Market share of imported car registrations South Korea 2023, by brand

In 2023, the most popular non-domestic car brand among South Korean consumers was Mercedes-Benz, which took up around 28.3 percent of non-domestic car registrations. German carmakers were popular in South Korea; the top three registered non-domestic car brands were automakers based in Germany.

A preference for large, imported cars

Imported automobiles are considered a premium purchase in South Korea. Looking at leading imported cars in terms of unit sales, the top four models featured on the list are all categorized as full-size, or large, cars. This segment is also known as E-segment/executive cars in Europe and the United Kingdom, and is perhaps a reflection of the general perception of foreign cars in South Korea.

Overseas brands are becoming ubiquitous

The number of cars imported to South Korea has dramatically increased over the years, especially during the early 2010s. Despite seeing some drops in recent years, South Korean customers have continued to display stable demand for vehicles manufactured by overseas brands. This is highlighted by the share of vehicle registrations in the country, which shows foreign automobiles accounting for a gradually increasing share of total registrations.