KAIDA survey reveals imported car buyer trends in South Korea

A survey by the Korea Imported Automobile Association (KAIDA) reveals specific trends in how consumers approach purchasing imported vehicles. According to the study of 2,200 consumers aged 25 to 59, 80.9% of those who made a final purchase decision stuck with the vehicles they had initially identified as candidates.

Consumers typically narrow their choices down to two or three models based on budget, vehicle class, and specifications before conducting deeper research. YouTube emerged as the most influential information channel, with a 63.1% usage rate. Consumers primarily utilize the platform to watch reviews, test drive videos, and long-term user experiences. Despite the digital influence, physical interaction remains critical, as 78.1% of respondents engaged in visiting showrooms or test-driving vehicles.

The report also noted a tendency for consumers to upgrade their original plans. Approximately 26% spent more than their initial budget, and 44% opted for higher trims, classes, or different brands. The primary drivers for these upgrades were the desire for better specifications for long-term use and preferred designs or features.