(C) InsideEVs

SEOUL, South Korea – The South Korean electric vehicle (EV) market is entering an unprecedented era of price competition as 2024 begins. Automakers are aggressively slashing prices with multi-million won cash discounts and self-funded subsidies, significantly lowering the barrier to entry for vehicles previously perceived as luxury-priced compared to internal combustion engine (ICE) models.

Tesla Ignites the Price War
The spark for this intense competition came from Tesla. On December 31, the U.S. EV giant reduced the official selling price of its Model 3 and Model Y in Korea by up to 9.4 million KRW. This move forced local and international competitors to respond immediately to protect their market share. The strategy proved effective, as Tesla's Model Y inventory for the first quarter of 2024 is reportedly already sold out.

Following Tesla’s lead, Renault Korea has introduced its own subsidy of up to 8 million KRW for the Scenic, an electric SUV. This brings the actual purchase price down to the level of mid-sized internal combustion SUVs, offering consumers a competitive alternative to traditional vehicles.

Domestic Giants Fight Back
Hyundai Motor and Kia are also joining the fray to defend their home turf. Hyundai is offering discounts of up to 5.9 million KRW on the IONIQ 5 and 5.5 million KRW on the IONIQ 6, primarily focusing on clearing inventory. Kia has introduced purchase benefits worth up to 6 million KRW for its flagship large electric SUV, the EV9.

Industry analysts suggest this rare early-year promotion surge is driven by a supply-demand imbalance. While automakers expanded production lines in anticipation of strict environmental regulations, sales growth has recently slowed, leading to an inventory surplus that manufacturers are now eager to exhaust through aggressive pricing.

A Golden Opportunity for Consumers
The timing of these manufacturer discounts coincides with a favorable shift in government policy. The Ministry of Climate, Energy, and Environment recently announced a new 1 million KRW "Transition Subsidy." Consumers who scrap an ICE vehicle older than three years and purchase an EV can receive this additional support on top of existing subsidies.

Notably, the central government subsidy for passenger EVs has remained steady at last year’s levels—up to 5.8 million KRW for mid-to-large models—halting a years-long trend of annual reductions. When combining manufacturer discounts, central government funds, and local municipal subsidies, the price gap between EVs and internal combustion cars has nearly vanished for certain models.

"With aggressive manufacturer pricing and revised government support, the EV market has entered a full-scale price competition phase," said an industry official. "For consumers, this is likely the most advantageous time to switch to electric."