Han Media: How Did BYD Perform in Its First Year in South Korea?

On February 9, the South Korean media "Herald Economic" published an article stating that Chinese electric vehicle brands entering the South Korean automotive market achieved results exceeding expectations in their first year in the South Korean market, becoming a new force in the domestic automotive industry.

The core of this achievement is BYD, the world's largest electric vehicle manufacturer.

Although the stereotype that "Chinese cars cannot be sold in South Korea" once prevailed, BYD has quickly ranked among the top ten in the South Korean import car market and effectively shaken up the electric vehicle market.

According to data from the Korean Association of Automobile Importers and Dealers, BYD Korea sold approximately 6,100 vehicles in its first year in the South Korean market in 2025.

The current success of BYD is not a fleeting phenomenon but the result of carefully designed pricing strategies and technological self-reliance.

BYD's most powerful weapon is price. Its flagship models, the compact SUV "ATTO 3" and mid-size sedan "Seal," are priced up to 10 million South Korean won (about 47,000 RMB) cheaper than domestically produced South Korean electric vehicles of the same class, with subsidies.

This strategy precisely targets the consumer group aged 30-40, who value rational consumption in a high-interest environment and have a demand for a second car.

This pricing policy aims to fill the gap in the mass-market electric vehicle sector, and the market responded quickly, with the initial order waiting list reaching thousands of units.

The shift in consumer attitudes is also worth noting. Among early user groups, evaluations of hardware quality are rapidly improving.

The shortening of winter driving range due to lithium iron phosphate (LFP) batteries was once considered a weakness, but with the application of heat pump systems, this issue has been basically resolved. More feedback indicates that its assembly quality and driving experience are "comparable to domestically produced South Korean cars."

BYD has moved beyond the image of a "low-cost car" and entered the category of "good enough cars."

The biggest challenge BYD faces is the used car market. South Korean consumers place more emphasis on vehicle residual value than purchase price.

For new imported electric vehicles without sufficient brand credibility, depreciation is inevitable. Especially in the B2B market, people hesitate to buy vehicles because if they cannot sell the used cars smoothly after 4-5 years, it may actually lead to losses.

Whether BYD can succeed in the market ultimately depends on how quickly it can adapt to South Korea's "buy low, sell high" consumer model.

BYD is no longer just a brand selling "cheap Chinese cars."

BYD is rapidly achieving world-class technology in areas such as batteries, electrification platforms, and autonomous driving technology, and the pace of technological advancement is expected to accelerate further.

It is expected that 2026 will be a turning point for South Korean consumers' interest in Chinese electric vehicles, shifting from "curiosity" to "confidence in purchasing."

Original: toutiao.com/article/1856613504806922/

Statement: This article represents the views of the author himself.