KAIDA Marks 30th Anniversary with Survey
1,500 Licensed Drivers Polled on Imported Car Perceptions
More than 6 out of 10 domestic consumers responded that their perception of imported cars has become more positive compared to the past. As evaluations of imported cars have risen, particularly regarding quality, durability, performance, and technological capabilities, there are growing expectations that the market share of imported vehicles in the domestic automobile market will continue to expand.
The Korea Imported Automobile Association (KAIDA) announced the results of its "Imported Car Perception Survey," conducted to mark its 30th anniversary, and stated that overall perceptions of imported cars among domestic consumers have improved. The survey was conducted with 1,500 licensed drivers aged 20 to 59 residing in 17 cities and provinces across the country.
According to the survey, 66.3% of respondents said their perception of imported cars had "become more positive compared to the past." Meanwhile, 28.9% reported "no change," and only 4.9% said their perception had "become more negative." The most frequently cited reason for improved perception was the "popularization of imported cars," followed by a narrowing price gap with domestic vehicles and improvements in quality and performance relative to price.
There was also a predominantly positive assessment of the impact imported cars have had on the domestic automobile market. Of the respondents, 48.8% said imported cars had a positive impact on the domestic market, with the main changes identified as the overall improvement in vehicle quality and technological standards, a broader range of consumer choices, and the activation of the premium market segment.
The main reasons given for purchasing imported cars were superior quality and durability, driving performance, and technological prowess. In particular, consumers who had directly driven or experienced imported cars tended to rate their competitiveness even higher. Design, brand image, exclusivity, and differentiation were also cited as key purchasing factors.
Among consumers intending to purchase a vehicle within the next two years, 31.5% said they were considering only imported car brands. This figure has more than doubled compared to ten years ago. Consumers expect that the market share of imported cars in the domestic automobile market will exceed 26% in ten years. Currently, the market share of imported cars in the domestic market is around 20%.
Jung Yoon-young, Vice Chairman of KAIDA, stated, "It is significant that imported cars have been recognized for driving technological innovation and expanding diversity in the domestic market over the past 30 years," adding, "We will continue to contribute to the development of the Korean automobile market, focusing on eco-friendly vehicles and advanced technologies."
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