Global Economic Times

Kia Sorento Leads Domestic Passenger Car Sales in South Korea Amidst Strong SUV Demand; Hyundai Avante Dominates Sedan Segment as Entry-Level Choice: Hwang Sujin Reporter / Updated : 2025-05-05 14:17:37

Seoul, South Korea – New sales figures released by Hyundai and Kia on May 5th reveal a fascinating snapshot of the South Korean automotive market in the first four months of 2025. Kia's Sorento SUV has emerged as the top-selling domestically produced passenger vehicle, demonstrating the enduring popularity of the sport utility vehicle segment in the nation. Meanwhile, Hyundai's Avante (known as the Elantra in some international markets) has secured its position as the best-selling Korean sedan, widely favored as the quintessential "first car" or entry-level vehicle for new buyers.

Kia's Sorento has achieved an impressive sales figure of 35,472 units between January and April, solidifying its position as the overall leader in domestic passenger car sales. The Sorento's strong performance continued into April, with 8,796 units sold in that single month. This sustained popularity is particularly noteworthy considering that the current model is a facelifted version of the fourth-generation Sorento, initially launched in March 2020. The fact that it continues to command the highest sales volume after five years on the market underscores its enduring appeal.

Industry analysts attribute the Sorento's success to several factors. The overarching trend of strong SUV preference among Korean consumers remains a significant driver. The Sorento's traditional and robust SUV styling resonates well with buyers seeking a classic aesthetic. Furthermore, its well-balanced powertrain options, offering a blend of performance and efficiency, coupled with a comprehensive suite of convenience and technology features, have proven to be compelling selling points. These attributes cater to a broad range of consumers, from families prioritizing space and practicality to individuals seeking a stylish and capable vehicle.

The continued strength of the SUV segment is further highlighted by the strong performance of other Kia models. The Kia Carnival, while technically classified as a Recreational Vehicle (RV) due to its minivan-like configuration, secured the second-highest sales volume with 29,104 units. Its spacious interior and versatility make it a popular choice for larger families and those with active lifestyles. Following closely in third place is the Kia Sportage, another popular SUV, with 26,435 units sold. Hyundai's Santa Fe also contributed to the robust SUV market, ranking fourth overall with 21,840 units sold. The compact SUV Kia Seltos rounded out the top five, with 19,558 units finding new owners.

Further down the list of top-selling vehicles, the SUV dominance continued with Hyundai's Tucson (18,130 units) and the larger Hyundai Palisade (17,645 units). Even within the premium segment, SUVs maintained their appeal, with the Genesis GV70 (11,687 units) and GV80 (11,189 units) demonstrating the luxury market's inclination towards high-riding vehicles. This strong and consistent demand for SUVs across various segments indicates a fundamental shift in Korean consumer preferences towards vehicles offering versatility, space, and a sense of robustness.

While Kia demonstrated considerable strength in the burgeoning SUV market, Hyundai maintained its traditional dominance in the sedan segment. The Hyundai Avante emerged as the best-selling domestically produced sedan, with 25,687 units sold in the first four months of the year. The Avante has long been recognized as the quintessential "first car" in South Korea, a stepping stone for many new drivers entering the automotive market. Its appeal lies primarily in its affordability compared to larger sedans and SUVs, coupled with its commendable fuel efficiency, a crucial factor for budget-conscious first-time buyers. Its practical size and modern features also contribute to its popularity among younger demographics.

Following the Avante in the sedan rankings is the Hyundai Grandeur (also known as the Azera in some export markets), a long-standing symbol of a premium Korean sedan. With 23,483 units sold this year, the Grandeur continues to hold its prestige in the domestic market. Its reputation as a luxurious and well-equipped vehicle, boasting a range of convenience and cutting-edge technology features, sustains its popularity among more established buyers seeking comfort and sophistication.

The Hyundai Sonata, another mainstay in the Korean sedan market, secured third place with 17,495 units sold. Interestingly, the fourth-best-selling sedan overall was the Kia Ray, a 경차 (gyeongcha), or light car, with 17,009 units sold. These compact vehicles are often favored for their maneuverability in urban environments and their lower running costs. Rounding out the top five sedans was the Genesis G80, Hyundai's premium mid-size sedan, with 14,945 units sold. The G80's strong sales figures reflect its popularity among corporate executives and discerning buyers seeking a blend of luxury, performance, and prestige.

The sales data for the first four months of 2025 clearly illustrate the prevailing trends in the South Korean automotive market. The robust demand for SUVs across various sizes and price points indicates a sustained shift in consumer preference towards these versatile vehicles. Simultaneously, the Hyundai Avante's continued dominance in the sedan segment highlights its crucial role as the entry point for new car buyers, emphasizing the importance of affordability and efficiency in this segment. As the year progresses, it will be interesting to observe whether these trends persist and how manufacturers will adapt their strategies to cater to the evolving demands of Korean consumers.