Mercedes-Benz and BMW, What’s Next?…Fierce 'Ranking Competition' in the Imported Car Industry

Chevrolet, Volvo, Audi, Volkswagen Continue Battle for 3rd to 5th Place Rankings

Chevrolet mid-size SUV Traverse (Photo by Korea GM)

[Asia Economy Reporter Kim Ji-hee] The competition for rankings in the domestic imported car industry is intensifying. While Mercedes-Benz and BMW, the two giants of the imported car market, firmly hold the first and second places, Chevrolet, Volvo, Audi, and Volkswagen are competing closely for the third to fifth positions.

According to the industry on the 3rd, Chevrolet sold 1,363 units in March, ranking third in the domestic imported car market. Following were Volvo with 1,162 units, Audi with 1,151 units, and Volkswagen with 1,072 units. The sales gap between third-place Chevrolet and fifth-place Audi is about 200 units. In terms of market share, the difference between Chevrolet (6.71%) and Audi is about 1%.

Earlier this year, the ranking competition among imported car companies was even fiercer. In February, Chevrolet maintained third place with only a 45-unit difference from fourth-place Volvo (928 units), and in January, it ranked fourth after Volkswagen, which posted a surprising 1,753 units. Looking at sales performance in January and February alone, brands like Mini and Ford also showed good results besides the top-ranking imported car companies in March.

The fluctuating rankings in the imported car industry are partly due to delays in the delivery of some popular models. It is not uncommon for German car brands, which are popular domestically, to experience supply shortages. In fact, Audi and Volkswagen, which went through a hiatus after the dieselgate scandal, have repeatedly been hampered by supply shortages even after resuming sales in Korea. Volvo also failed to secure enough units of key new models, resulting in waiting times of over six months from contract to delivery. Monthly sales fluctuate greatly depending on how many units of popular models are secured and delivered. Additionally, aggressive discount campaigns by imported car companies have emerged as another factor influencing monthly sales performance.

There is also analysis that the structure of the imported car market is fundamentally changing as choices expand. An industry insider explained, "Imported car brands, which previously had limited product lineups, are recently bringing in new models of various classes and types in line with the growth of the domestic imported car market," adding, "This is attracting demand that was concentrated on a few brands, forming a 'multi-polar' structure where many brands form a mid-tier group alongside the 'top two (Mercedes-Benz and BMW)."

This content was produced with the assistance of AI translation services.