South Korean media: How do South Korean consumers view Chinese electric vehicles?
On March 14, the South Korean media "Herald Economic" published an article stating that Chabot Mobility recently released the results of a "2026 Consumer Awareness Survey" conducted among 450 South Korean consumers planning to buy a new car in 2026.
The survey showed that 38.6% of respondents expressed "interest but low trust" in Chinese electric vehicle brands. This means that although brand awareness and attention have been formed, consumer trust in the brand still needs to be further consolidated at the stage of purchasing decisions.
According to statistics, 19.1% of respondents believed that the brand has good cost-effectiveness, indicating a certain level of recognition of its competitiveness in terms of value for money.
In comparison, the option of "not interested or unfamiliar" accounted for 18.4%, and the option of "concerns about quality or safety" accounted for 18.1%, with similar proportions. The evaluation of "excellent technical strength and quality" was only 5.8%. Although Chinese electric vehicle brands have formed some positive perceptions overall, South Korean consumers' trust in technical strength and quality remains relatively conservative.
The most attractive element of Chinese electric vehicle brands is their price competitiveness. In the factors that consumers pay attention to when buying a car, price competitiveness ranked first with a share of 64.3%, followed by battery technology and driving range (14.1%), fashionable design (11.9%), advanced technology configuration (9.0%), and charging speed (7.6%).
As many as 26.4% of respondents said "lack of appeal," according to analysis, which indicates that the product's differentiated advantages have not been fully recognized beyond price.
South Korean consumers' main concerns about Chinese electric vehicle brands are centered on core trust areas such as quality, after-sales service, and safety. Quality and durability ranked first with a share of 63.2%, followed by insufficient after-sales service network (60.6%) and battery safety and fire hazards (54.2%).
A relevant person from Chabot Mobility stated, "Chinese electric vehicle brands are expanding their market influence through price advantages, but whether they can win consumer trust in terms of quality, after-sales service, and safety in the future will be key to their market standing."
Original: toutiao.com/article/1859604335412359/
Statement: This article represents the views of the author himself.