Why South Koreans Shy Away from American Cars: A Deep Dive

South Koreans avoid US-made vehicles
Sales performance is also poor compared to Europe
There are many advantages, but are the disadvantages fatal?

The South Korean automobile market is more intuitive than people might think. It can be expressed by reflecting geographical characteristics and culture, and it can also be represented in the form of automobile consumption, reflecting the small land area and narrow road environment in Seoul. Most imported vehicle brands that suit the tastes of South Korean consumers are European, especially German brands, and South Korean automakers also benchmark a lot of German vehicles.

However, there is a country that is sighing with regret in the imported vehicle market of South Korea. It’s the US. It is true that, unlike South Korea, the US, which has the characteristics of a large territory, roads, and oil-producing country, has not been able to show significant activity in South Korea’s imported vehicle market. Let’s look at South Korean consumers’ perception of US-made models and the pros and cons.

Rustic interior design
High Repair Costs

One of the most significant drawbacks is the very rustic interior design. Unlike the digital methods used in most South Korean vehicles, most US vehicles still have interiors that use button-type analog methods. These days, US vehicles also show changes, such as applying an integrated display on the instrument panel or placing a touch display on the center console, but we still need to adapt to it.

Another problem is vehicle repair and after-sales service center issues, considered the most important factors when purchasing a vehicle. First, South Korea does not import US vehicles from various manufacturers; the market itself is limited, and service centers and parts supply are difficult. There is even a joke that there are so few people driving American-made vehicles that it is possible to maintain after-sales service even with a small number of service centers.

High Displacement Vehicle Not Suitable for High Oil Prices
Large Body Compared to Narrow Road Environments

Environmental factors are also important, and the US is an oil-producing country with oil reserves. US people do not worry about oil prices as much as we do in our country, thanks to the fuel produced in the US. One of the reasons is the steady production and consumption of high-displacement gasoline vehicles, so-called gas guzzlers, which is the exact opposite of South Korea’s current situation.

In the US, which has a large territory, vehicles are made with a large sofa-like driver’s seat and a large interior space to allow long periods of driving in a spacious car. Hence, the body of the vehicle naturally becomes larger. In South Korea, demand for large cars has increased recently as the number of people engaging in leisure activities such as camping and vehicle camping has increased. Still, difficulties such as driving and parking have not yet been resolved. For that reason, the preference itself is still low.

Recently, Improvements are Noticeable
Importing various US vehicles to South Korea

Nevertheless, the movement of US automakers to shed their existing stubborn image seems to be noticeably increasing these days. The types of US vehicles imported into South Korea are also growing, broadening the range of choices, and this is eliciting a positive response in the South Korean automobile market.

There are also expectations that it will be better than before, as electric vehicle models will be imported along with diesel models that do not violate environmental regulations. Many people suggest that for the success of US vehicles in South Korea, a higher level of localization must be achieved.