Japanese carmakers are again after bigger market shares in South Korea, expanding their after-sales network and dealerships.
Go deeper with GlobalData
The Korea Times said their sales had fallen as anti-Japanese sentiment worsened a few months ago following disputes over terrestrial waters and history textbooks but, as the antipathy subsides, they seek to adopt aggressive marketing to challenge German carmakers, which have strengthened their No. 1 importers position.
Toyota topped Germany’s BMW in monthly sales early this year to become the best-selling foreign car with its Lexus brand, but it has fallen into a distant second place in recent months.
Nissan is leading the way. It will release five new models next month, including a sports utility vehicle series and a sports sedan.
It is rare for a foreign carmaker to release a large batch of models at the same time.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe Korea Times said Honda has increased investment in expanding its sales network and is recruiting a number of dealerships in affluent areas in Seoul and Kyonggi Province. They will open next year timed with the release of the Legend premium sedan, according to Honda officials.
Toyota is focusing on improving after-sales service. It has extended the period of free after-sales inspection for customers to 10 years and 200,000 kilometres, the best consumer guarantee among foreign carmakers operating in Korea.
Lexus has two of the most popular models in the country – the ES 330 and LS 430 – with each selling more than 100 units a month.
Lexus, which aims to sell 6,000 cars here this year, introduced diverse customer satisfaction initiativesin April.
As South Korea’s antipathy toward Japan increased, Toyota scrapped a plan to launch the new GS sedan in March. Nissan, a relatively new Japanese player, delayed its plan to forge an aggressive marketing campaign following the launch of its flagship luxury Infiniti in March.
BMW regained the No. 1 position in March and saw its sales rise by 85% from the previous month.
Honda became one of the top five foreign automakers soon after entering the Korean auto market in 2003 with the popular Accord sedan, but sales have dipped lately, the Korea Times noted.
