# South Korean automotive consumer trends > Developing situation record from CLSTR: https://clstr.news/situations/south-korean-automotive-consumer-trends > Updated: 2026-10-15T23:51:05.000Z. Sources: 4. Developments: 2. 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. ## Timeline ### 2026-10-15: K Car ranks as top preferred platform for used car direct transactions K Car has emerged as the top preferred platform for consumer-to-consumer used car transactions in South Korea, driven by consumer trust in its professional vehicle diagnosis and safety services. 2 sources. https://clstr.news/cluster/k-car-ranks-as-top-preferred-platform-for-used-car-direct-transactions ### 2026-10-15: KAIDA survey reveals imported car buyer trends in South Korea A KAIDA survey shows imported car buyers often stick to initial candidates, using YouTube for research and showroom visits to finalize decisions, frequently opting for higher-spec models. 2 sources. https://clstr.news/cluster/kaida-survey-reveals-imported-car-buyer-trends-in-south-korea --- Cite as: South Korean automotive consumer trends. CLSTR, https://clstr.news/situations/south-korean-automotive-consumer-trends