Imported Car Sales of 300,000 Units Era, Automotive Brand Preference Data Revealed by Generation

*This content was translated by AI.

As a result of analyzing registered passenger new cars in 2025, there was a clear difference in the preferred imported car brand and selection weight by age group. According to the KAZU Data Center, the 20s and 30s, and the 40s and 50s groups recorded similar rates of choice of imported cars at 21.5% and 21.8%, respectively, but the 60s and 70s groups were relatively low at 11.3%.

Looking at brand preferences by age, Tesla topped the list with an overwhelming 38.2% share in the 2030 generation. BMW (23.8%) followed by Mercedes-Benz (11.0%), proving its high preference for electric vehicle brands. On the other hand, in the 40s and 50s, BMW received the most choices with 22.2%, followed by Tesla (20.4%) and Mercedes-Benz (19.3%). For generations 60 to 70, Mercedes-Benz topped the list with 28.3%, followed by BMW (19.8%) and Lexus (11.3%).

Gender-based choices were also divided. Male consumers preferred BMW (22.1%), Tesla (21.4%) and Mercedes-Benz (16.5%), while female consumers chose Mercedes-Benz (23.4%) the most, followed by BMW (20.6%) and Tesla (15.9%). Especially among female consumers, Volvo (8.4%) and Mini (5.5%) ranked in the top five, showing a difference from male consumer indicators.

In terms of registration by fuel, hybrid vehicles accounted for 56.7% of all imported car registrations, becoming the mainstream of the market. Electric vehicles accounted for 29.7%, while gasoline (10.2%) and diesel (1.5%) vehicles were significantly reduced.

Overall, it has been confirmed that generations in their 20s and 30s prefer electric vehicles centered on Tesla, generations in their 40s and 50s prefer BMW, Tesla, and Mercedes, and generations in their 60s and 70s prefer traditional luxury brands Mercedes-Benz and durability-focused Lexus. Overall, the import car market opened the era of 300,000 new registrations per year ahead of the 30th anniversary of its establishment, and restructuring centered on eco-friendly cars is accelerating.

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*This content was translated by AI.