In June 2026, South Korea recorded a 37% increase in imported light‑passenger vehicle sales, reaching 38,059 units compared with 29,860 units a year earlier, according to data from the Korea Automobile Importers & Distributors Association (KAIDA).
Imports of light passenger vehicles have risen sharply this year, fueled by robust domestic demand for battery‑electric and hybrid models. During the first half of 2026, import sales climbed 33% to 184,032 units, up from 138,120 units in the same period of 2025, markedly outpacing the combined domestic sales of South Korea’s five largest automakers, which fell 3% to 663,491 units year‑to‑date.
Tesla has driven much of the import segment’s growth this year, with deliveries nearly tripling to 56,139 units, giving it a 30% share of the market and making it the top imported brand. The U.S. automaker has drawn criticism domestically this month after raising prices shortly after becoming eligible for new BEV incentives that took effect at the start of July.
The government has launched a new points‑based system for evaluating BEV subsidies, supplanting the previous range‑ and efficiency‑focused approach. The revised criteria assess manufacturers’ overall technological strength, supply‑chain contributions, adherence to domestic environmental rules, safety practices, and minimum after‑service standards.
BMW fell to second place despite a modest 2% increase in six‑month sales to 39,150 units, while its Mini brand posted a 20% gain to 4,091 units. Combined, the two marques represent just over 23% of year‑to‑date import sales. BMW has also unveiled its new battery‑electric iX3 SUV, built on the upcoming ‘Neue Klasse’ platform.
Mercedes‑Benz saw its sales decline 9% to 29,776 units, even after unveiling a new product push earlier this year. Once the leader in South Korea’s import market a few years back, the automaker intends to introduce ten new or refreshed models in 2026 to bolster its electrified offerings.
Volkswagen Group recorded an 8% increase in year‑to‑date sales, reaching 14,775 units, driven by strong demand for Audi and Porsche vehicles. Porsche is expanding its sales network in South Korea and aims to launch more than ten new models locally this year. Meanwhile, Toyota’s sales grew 15% to 5,187 units, and its Lexus division posted a 3% rise to 7,819 units.
