The findings are based on the Korea Automobile Importers & Distributors Association (KAIDA)'s survey of 2,200 customers aged 25 to 59 who had either bought an imported car within the past three years or were considering buying one.
When choosing an imported car, some 41.5 percent of first-time buyers said staying within their budget was their top priority. Among repeat buyers, 33.8 percent said brand reputation was the most important factor.
Among those who considered an imported car but did not buy one, cost efficiency mattered more, with 36.3 percent citing fuel economy and maintenance expenses.
Customers' preferences also varied by price. Among consumers considering vehicles priced below 50 million won (US$35,000), cost efficiency was the leading factor, cited by 42.8 percent.
For vehicles priced between 50 million won and 70 million won, safety and quality ranked first, cited by 42.5 percent of respondents. Among those considering vehicles priced at 70 million won or more, driving performance and technology were the top priorities.
When purchasing their first imported car, some 66 percent of respondents said they relied on online sources, social media, and word-of-mouth from acquaintances.
Among prospective buyers who had not yet purchased an imported car, nearly 60 percent compared financing options and prices, while 29.6 percent used artificial intelligence (AI) to search for information, the highest proportion among the groups surveyed.
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