BMW Ranks No. 1 as the Brand Most Frequently Compared and Considered by Luxury Car Buyers… Repeat Purchase Preference Stands Out

*This content was translated by AI.View Original

BMW Korea announced on the 28th that, according to the results of the "Import Car Purchase Journey Exploration Survey" conducted by the Korea Automobile Importers Association (KAIDA), it was identified as the brand most frequently compared and considered by domestic consumers when purchasing import cars.

The survey targeted 2,200 men and women aged 25 to 59 nationwide who had purchased an import car within the past three years or were at the stage of just before purchase. The results showed that 22.8% of all respondents answered that they compared and considered BMW during the process of purchasing an import car, ranking first among import brands. In particular, among 686 repeat purchasers who had bought import cars two or more times, 27.6% compared and considered BMW, recording the highest figure among all brands.

BMW's competitiveness was also proven in the analysis by vehicle class and price range. Among those considering purchasing mid-size and near-large passenger cars, 28% chose BMW. By price range, it ranked first in both the segment of 70 million won or more but less than 100 million won (36.1%) and the segment of 100 million won or more but less than 150 million won (33.3%), proving the high preference for its main lineup such as the 5th Series, X5, and 7 Series.

In the overall evaluation of the purchase journey, BMW recorded a purchase journey satisfaction rate of 88.2%, the highest among premium import car brands, and also ranked in the top tier with a repurchase intention rate of 90.9%. "Driving performance and technology," which accounted for 54.1% of the final decision factors, was cited as a core factor in choosing BMW.

This brand competitiveness is also reflected in actual sales results. Based on KAIDA new registration data, BMW sold 57,929 units from January to September this year, maintaining its position as No. 1 among premium import car brands. The 5 Series (20,099 units) and 7 Series (4,597 units), along with the SAV lineup (22,954 units), recorded first place in their respective segments. Total sales of electrified models, combining pure electric vehicles and plug-in hybrids, also reached 10,335 units, ranking first among premium import cars.

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*This content was translated by AI.View Original