Sales of imported light passenger vehicles in South Korea continued to surge in March 2026, rising by 35% to 33,970 units from 25,229 units in the same month last year, according to registration data released by the Korea Automobile Importers & Distributors Association (KAIDA).
The import segment continued to significantly outperform the domestic market last month, driven by strong demand for battery electric vehicles (BEVs) and hybrid electric vehicles (HEVs). In the first three months of 2026, import sales rose by 35% to 82,120 units from 60,657 units a year earlier, while domestic sales by the country’s five main automakers fell slightly to 326,648 units in the same period.
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BMW continued to lead the import market in the three-month period, albeit with sales rising by just over 4% to 19,368 units, while sales by its Mini subsidiary rose by 40% to 1,955 units. Together, the two brands accounted for around 26% of total import sales.
Mercedes-Benz sales also rose by just over 4% to 15,862 units year-to-date. The German automaker recently appointed a new CEO, Shirin Emeera, to oversee a new product offensive in the country, which includes the launch of ten new and facelifted passenger vehicle models this year as the company strengthens its electrified vehicle line-up. Four of these will be models based on new platforms, including battery-powered and hybrid CLA sedans as well as the new battery-powered GLC and GLB SUVs.
Volkswagen Group reported a 14% sales rise to 6,642 units in the three-month period, led by strong demand for Audi and Porsche models. Porsche Korea’s CEO, Mathias Busse, said the company is expanding its sales network and plans to launch more than ten new models in the country this year, including the Cayenne Electric and the new 911 Turbo S and Macan GTS.
US BEV maker Tesla’s sales surged more than fourfold to 20,964 units, while Volvo’s sales increased by less than 4% to 3,628 units. Toyota’s saw its sales rise by just over 3% to 2,153 units, while its Lexus division reported a 3% decline to 3,755 units.
BYD, which launched operations in South Korea a year ago, has sold 3,968 vehicles so far this year. The Chinese automaker has set itself a target of 10,000 sales this year, helped by the launch of three additional models, including a rear-wheel-drive version of the Seal, the Dolphin hatchback and a Dual Mode intelligent (DM-i) plug-in hybrid model.
Stellantis recently announced that it is stepping up its sales operations in the country with the launch of the Peugeot 5008 hybrid SUV and the Jeep Grand Cherokee this year, while Polestar said it aims to sell 4,000 BEVs this year, helped by the introduction of the Polestar 3 and 5 models.
