South Korean automotive consumer trends

Recent market research in South Korea highlights evolving consumer behaviors and preferences within the automotive sector, covering both imported and used vehicle markets.

A survey by the Korea Imported Automobile Association (KAIDA) regarding imported cars indicates that most buyers remain committed to their initial vehicle candidates. Digital platforms, particularly YouTube, serve as a primary information source for 63.1% of consumers, though physical showroom visits and test drives remain essential for 78.1% of respondents. The study also noted a trend toward budget upgrades, with 26% of consumers spending more than originally planned.

In the used car market, research by Embrain identifies K Car as the most preferred platform for consumer-to-consumer direct transactions, chosen by 24.7% of aware respondents. While consumers seek to avoid dealer commissions, they express concerns regarding hidden defects and dispute resolution. To mitigate these issues, K Car provides services such as owner verification, detailed maintenance reports, and on-site diagnoses with a 60-day or 3,000km repair guarantee.