South Korean media: "We thought it wouldn't choose a Chinese car," but BYD has performed well in South Korea!

On January 17, the South Korean media "Nikkei" published an article stating that Chinese electric vehicle manufacturer BYD has performed relatively well in the South Korean automotive market, which contradicts previous predictions that it would struggle to compete with global brands. However, its performance still lags significantly behind that of Tesla, considered the leader in South Korean electric vehicles.

BYD's leading model for entering the South Korean market is the mid-size electric SUV - Sea Lion 7. This new model was launched in September 2025 and sparked a "new car effect" in the South Korean market, with steadily increasing sales. According to statistics from the Korean Automotive Research Institute, the Sea Lion 7 sold 2,018 units within the first three months of its launch. In comparison, the sales of another model introduced by BYD in the South Korean market, the ATTO 3, were only 1,270 units during the same period, making the Sea Lion 7's sales performance quite impressive.

Previously, it was generally believed that ordinary South Korean consumers, who have a resistance to Chinese products, would not choose this car, but the facts prove that this view was wrong. Unlike the previous prediction that the car mainly targeted taxi or corporate users, 83.3% of the Sea Lion 7 users are individual users, and 16.7% are corporate users. Among them, private car users account for the vast majority, as high as 95.2%. This means that most buyers purchased the car for personal use. Only 24 cars were registered as taxis. Most buyers are men aged 40 to 50.

Although BYD has achieved an unexpected success, some analysts believe it still has a long way to go. It lags behind Tesla, which actively expands the South Korean market and recently released full self-driving (FSD) technology. From September to November 2025, the number of new registrations of Tesla Model Y in South Korea reached 18,253, which is nine times that of the BYD Sea Lion 7.

A South Korean industry insider said: "Whether it can maintain an average monthly sales of 400 to 500 units after the new car effect fades will determine the success or failure of the Sea Lion 7."

Original: toutiao.com/article/1854549997331456/

Statement: The article represents the views of the author.