Why Tesla Has Surpassed BMW and Mercedes in Korea – The Secret of Model Y’s Appeal to All Genders and Ages

There is a truly fascinating shift occurring in the Korean import car market. After reading an article from Maeil Business Newspaper, Tesla’s growth trajectory in Korea is quite impressive. As of 2025, data shows that Tesla is not just a leader in the electric vehicle market but is also reshaping the entire import car market landscape.

The most astonishing point is that the Tesla Model Y sold 40,747 units from January to October this year, ranking first in import car model sales. In comparison, the Mercedes E-Class sold 22,147 units, and the BMW 5 Series sold 19,989 units, highlighting a significant difference. The nearly twofold sales gap seems far from coincidental.

Looking at the brands, an even more intriguing picture emerges. BMW maintains the top position with 64,015 units, but Tesla has climbed to third place with 47,962 units, recording an explosive growth rate of 92.8% compared to the same period last year. Mercedes is in second place with 54,121 units, a 0.6% decrease from the previous year. This contrasting trend is quite telling.

Personally, the most interesting part was the analysis of purchasing patterns by gender and age. According to a study by Kaizuyu Data Research Institute based on the Ministry of Land, Infrastructure and Transport’s automobile statistics, the traditional notion of ‘women prefer Mercedes, men prefer BMW’ has completely collapsed.

The Preference for Tesla Among Male Consumers

Examining male consumers’ purchasing patterns, the Tesla Model Y leads overwhelmingly with 25,734 units. The BMW 5 Series follows with 9,219 units, which is less than half of the Model Y’s sales. This represents a significant shift. Just two years ago, the Tesla Model Y was only ranked 10th among preferred models for men.

When further segmented by age, even more interesting patterns emerge. Among men in their 20s, the Tesla Model Y ranks first with 756 units, followed by the Model 3 with 486 units. This data shows the high preference for Tesla among young men. Their choice of Tesla over traditional German premium brands likely isn’t just because it’s an electric vehicle.

Tesla’s technological innovation and brand image seem to appeal to young consumers. Features like autonomous driving, OTA (Over-The-Air) updates, and the Supercharging network offer a differentiated experience that traditional car brands do not provide. Additionally, the personality of CEO Elon Musk and the brand’s storytelling leave a strong impression on young consumers.

The Mercedes E-Class, traditionally favored by men over 50, remains in third place with 7,655 units. Models targeting the middle-aged, like the Lexus ES, are being overshadowed by Tesla. This indicates a paradigm shift occurring across all age groups, not just among the younger generation.

Tesla’s Surge in the Female Consumer Market

Even more surprising is the change in purchasing patterns among female consumers. Traditionally known to prefer Mercedes, female consumers have placed the Tesla Model Y at the top with 6,888 units. The Mercedes E-Class follows with 5,594 units. Until last year, the Mercedes E-Class was the most popular model among women, but this year the trend has completely reversed.

Considering the reasons behind this change, it seems Tesla’s appeal goes beyond just performance or technological superiority. The minimalist and sleek design likely resonates with female consumers. The environmentally friendly image is also a significant factor.

Looking at the top 10 imported cars preferred by women, BMW has three models, while Tesla and Mercedes each have two. Mini, Volvo, and Lexus each have one model included. This indicates that female consumers’ choices are becoming more diverse. Unlike the past, where Mercedes was the dominant choice, they are now considering various brands.

The Tesla Model 3 also sold 1,972 units among female consumers, ranking fourth. The inclusion of both the Model Y and Model 3 in the top 5 preferred models among women shows that Tesla’s brand appeal is widespread, regardless of gender.

Notably, Tesla adopts a different approach compared to traditional premium brands. While BMW and Mercedes emphasize traditional luxury and brand heritage, Tesla focuses on innovation and futurism. This differentiation strategy seems to be effectively resonating not only with young consumers but also with female consumers.

Analyzing the factors behind Tesla’s success in the Korean market reveals several key points. First is the expansion of charging infrastructure. Tesla has continuously expanded its Supercharger network, playing a significant role in alleviating the ‘charging anxiety’ of consumers hesitant about purchasing electric vehicles. As of 2025, Supercharger stations are installed along major highways and in urban areas across Korea, greatly improving practicality.

Pricing strategy was also a crucial factor. The Model Y is competitively priced compared to equivalent models from traditional German premium brands. When combined with government subsidies for electric vehicles, the actual purchase price becomes even more attractive. The advantages of electric vehicles in terms of maintenance costs are also highlighted.

Technological differentiation cannot be overlooked. Tesla’s Autopilot and FSD (Full Self-Driving) features, though not yet complete, offer consumers a futuristic experience. The intuitive interface via a large touchscreen and continuous feature improvements through OTA updates provide an experience distinct from traditional car brands.

However, Tesla’s rapid growth may not be entirely smooth. BMW and Mercedes are significantly expanding their electric vehicle lineups. With the launch of BMW’s iX, i4, iX3, and Mercedes’ EQC, EQS, EQE, competition is expected to intensify. These brands possess strong assets like existing brand loyalty and dealer networks.

Additionally, Hyundai Motor Group’s Genesis brand and the Ioniq series are emerging as strong competitors in the domestic market. The Ioniq 5 and Ioniq 6, in particular, have reached a level where they can directly compete with Tesla in terms of design and performance. They have the advantage of being domestic cars, along with superior A/S accessibility and parts supply.

The entry of Chinese electric vehicle brands into the Korean market is another variable. Brands like BYD, NIO, and Xiaopeng are receiving positive responses in the European market, and if they fully enter the Korean market, they could once again change the market dynamics based on price competitiveness.

Nevertheless, Tesla’s position in the Korean market seems quite solid. They have achieved clear differentiation in terms of brand awareness, image, charging infrastructure, and technology. Especially among young consumers, brand preference is unlikely to change quickly.

The Korean import car market is expected to present an even more interesting competitive landscape in the future. It will be intriguing to see if Tesla can maintain its current growth, if BMW and Mercedes will counterattack with electric vehicles, and how new players will bring changes to the market. From a consumer’s perspective, this means more choices and better conditions for purchasing cars.

Ultimately, the data shows that the criteria for Korean consumers’ car choices are changing. The trend is shifting towards valuing innovation, practicality, and future value over traditional brand value or status. This change is likely to have a significant impact on the entire automotive industry.

This article was written after reading a Maeil Business Newspaper article, with personal opinions and analysis added.

Disclaimer: This blog is not a news outlet, and the content reflects the author’s personal views. The responsibility for investment decisions lies with the investor, and no liability is accepted for investment losses based on the content of this article.