BMW i5/BMW
BMW regained the throne in the domestic imported car market after eight years. BMW took first place by selling 77,395 units last year, beating Mercedes, which sold 76,697 units, by about 700 units.
The most recent time BMW ranked first was in 2015. Imported car companies began selling more than 10,000 vehicles in earnest after 2010. From 2010 to 2015, BMW with the 5 Series took the lead, and from 2016, Mercedes-Benz with the popular E-Class maintained the top spot among imported cars. BMW was depressed for a while due to the ‘5 Series fire incident’ in 2018, but the gap in sales volume has narrowed significantly since 2021 and reversed last year.
Analysis suggests that this means that the image of Mercedes-Benz, which was considered a symbol of luxury cars, has faded somewhat, and that BMW, which sells various types of SUVs from X1 to X7, has benefited more from the recent popularity of SUVs. Sales of Mercedes-Benz’s flagship sedan, the E-Class, which was sold at around 40,000 units in 2019, fell to around 20,000 units, which also played a decisive role in changing the ranking.
Volvo, which ranked 6th last year, sold 17,018 units, closely chasing Audi (17,868 units), which had reigned as the top three along with BMW and Mercedes. The inconvenience in navigation, which has been pointed out as a chronic problem of imported cars, is solved with integrated T-map infotainment costing 30 billion won, and the convenience specifications that are excellent for the price are highly evaluated.
Lexus, which ranked 10th last year, took sixth place by selling 13,561 units, a 78.6% increase from 2022, thanks to the popularity of hybrids. Toyota also sold 8,495 units, a 35.7% increase from the previous year.
Porsche, with an average selling price of 150 million won, also surpassed the 10,000 unit sales mark, which is the standard for success for imported cars, for the first time since the establishment of a domestic corporation in 2014. It surpassed Volkswagen and Mini and rose to 7th place.
On the other hand, Volkswagen (10,247 units), which was unable to release a popular vehicle, fell from 5th to 9th place with a 31% drop in sales. It is evaluated that the inability to release a truly popular car model other than the Tiguan is holding it back.
2024-01-04 00:59:23
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