[Asia Economy Reporter Choi Dae-yeol] The small minivan from Chinese automaker Dongfeng Sokon became the best-selling imported commercial vehicle model last month, following its success in April. It reached the number one spot in cumulative annual sales just two months after customer deliveries began.
According to last month's new vehicle registration data compiled by Kaizyu Data Research Institute on the 5th, Dongfeng Sokon's Masada had 103 new registrations last month. Combined with the 346 units registered in April, the cumulative registrations for this year increased to 449 units. It ranked first among imported commercial vehicle models last month and was also the top model in cumulative new registrations from January to May this year.
Masada is a vehicle produced by Dongfeng Sokon, a 50-50 joint venture between the Chinese state-owned company Dongfeng and Chongqing-based private auto parts manufacturer Sokon. In Korea, it is imported and sold by EVKMC. According to the importer’s website, the vehicle uses a 38.7 kWh lithium iron phosphate battery, with a driving range of approximately 178 km per charge (urban standard, 132 km in low temperatures). The Volvo FH, a large truck that held the top spot among imported commercial models until last month, dropped to second place (415 units from January to May).
Masada’s strength lies in its price. Considering subsidies and local government support, the price ranges from about 16 million to 18 million KRW in the Seoul metropolitan area and other major cities. The importer explains that in some regions, it is even possible to purchase the vehicle for under 15 million KRW. Deliveries to customers have been ongoing since April. Pickup trucks and refrigerated box trucks similar in form to the domestic 1-ton truck Porter are also planned for sale starting in the second half of the year. As demand increases, it is reported that there is a considerable waiting period even after placing an order.
Although Volvo still holds the top spot in total new registrations among imported commercial vehicle brands this year, Dongfeng Sokon is rapidly catching up. Based on new registrations from January to May, Volvo Trucks leads with 704 units, followed by Scania (463 units), Dongfeng Sokon (449 units), MAN (325 units), and Mercedes-Benz (254 units) in the top group.
Among imported passenger car brands, Tesla stands out. While only one new registration was recorded in April, last month saw 1,880 new registrations, placing Tesla third after Mercedes-Benz and BMW. European brands such as Audi, Volkswagen, and Volvo, which usually rank high in sales, have been surpassed. Tesla’s new registration numbers fluctuate monthly due to inconsistent domestic import volumes caused by production and logistics disruptions.
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