Unexpected Changes in September’s Import Car Market

Last month, the imported automobile market saw some unexpected changes. Volkswagen had the highest number of monthly sales for the first time in the domestic market. The best-selling car was Mercedes-Benz, beating BMW for the first time this year. 

In addition, German brands such as BMW, Mercedes-Benz, and Audi wiped out the top ten spots in the bestselling car list. Other brands did not make it on the list. Also, American vehicles have grown noticeably, chasing very closely after Japanese vehicles.

However, it is unlikely for this trend to continue for long. It has been analyzed that this trend is because, toward the end of last month, BMW’s latest 5 Series was released, and potential 5 series customers postponed their purchases. Unfortunately, BMW Korea’s lineup depending too heavily on the 5 Series exposed weaknesses that will cause some critical impacts. 

According to the Korea Automobile Importers & Distributors Association (KAIDA) on October 7, Volkswagen won first place in the monthly sales records in the imported cars market for the first time, selling 2,457 vehicles, while Mercedes-Benz sold 2,430, and BMW 1,916. Prior to this, Volkswagen marked the highest number of sales records in December last year, but considering that most companies adjust achievements at the end of the year, this did not signify much. 

Following these were Audi (1,679 vehicles), Ford (599), MINI (555), Toyota Korea (410), Lexus (402), Chrysler (374), Honda (324), and Nissan (288). 

To be specific, Land Rover, selling 251, Jaguar (173), and Porsche (143) showed small improvements. Land Rover and Jaguar each increased 57.9% and 55.9% in sales compared to the same time period from last year, and Porsche grew 6.7%.

The top ten best-selling cars list has been completely dominated by Germany. Mercedes-Benz’s E 220 CDI, which sold 575 vehicles last month, won first place. Second through fifth places were taken by Volkswagen’s Tiguan 2.0 TDI BlueMotion (489 vehicles), the Golf 2.0 TDI (426), the Golf 1.6 TDI BlueMotion (400), and the Passat 2.0 TDI (362). Mercedes-Benz E 300 (352 vehicles), E 250 CDI 4MATIC (342), Audi A6 3.0 TDI Quattro (277), Audi A6 2.0 TDI (257), and Mini Cooper (250) followed in the top ten list. 

The 5 Series from BMW, which never missed the first place on the list, did not make it for the first time. It seems potential 5 series customers postponed their purchases as BMW’s latest 5 Series were released toward the end of last month. In fact, there are about 2,000 customers who made reservations for the new BMW 5 Series so far by October 5. Therefore, the industry is paying close attention to whether or not this trend is temporary or will continue.