Tesla Smashes Records, Surpassing 10,000 Units in a Single Month
The battle for the top spot in the Korean imported car market is intensifying as Tesla and BMW go head-to-head. According to the Korea Imported Automobile Association (KAIDA), new imported passenger car registrations in March reached 33,970 units, marking a significant 34.6% increase compared to the same month last year.

Leading the charge, Tesla sold 11,130 units, successfully defending its #1 position from February and outpacing BMW (6,785 units). This achievement marks the first time an imported car brand has surpassed the 10,000-unit monthly sales milestone in Korea, breaking the previous record of 9,546 units set by Mercedes-Benz in December 2020.

March 2026 Import Brand Rankings:

Tesla: 11,130 units
BMW: 6,785 units
Mercedes-Benz: 5,419 units
BYD: 1,664 units
Volvo: 1,496 units
Audi: 1,300 units
 
The "Model Y" Effect and the Rise of EVs
The Tesla Model Y Premium claimed the title of the best-selling model with 5,517 units sold. It was followed by the Model 3 Premium Long Range (1,905 units) and the standard Model 3 (1,255 units).

Experts attribute Tesla's continued dominance to a combination of aggressive price competitiveness and a surge in electric vehicle (EV) demand fueled by high oil prices resulting from ongoing tensions in the Middle East. Notably, EVs accounted for nearly half of all imported car sales in March.

Sales by Fuel Type:

Electric (EV): 16,249 units (47.8%)
Hybrid (HEV): 14,585 units (42.9%)
Gasoline: 2,956 units (8.7%)
Diesel: 180 units (0.5%)
 
BMW’s Counterattack: "The New iX3"
BMW is not sitting idly by. The German automaker is preparing to reclaim its throne with the launch of "The New iX3," a flagship model representing BMW's next-generation electrification strategy.

The New iX3 boasts an impressive maximum driving range of 805 km on a single charge. Anticipation is already high, with pre-orders exceeding 2,600 units. Meanwhile, Mercedes-Benz is also gearing up for a comeback, planning to release at least four new EV models in the Korean market.

"The increase in new imported car registrations in March was driven by a higher number of business days and a strong performance in the electric vehicle sector," said Jung Yoon-young, Vice President of KAIDA.