8 in 10 Imported Car Buyers Pick a Model They Already Knew

The KAIDA survey indicates that the imported car buying process in South Korea is primarily one of focused validation rather than broad exploration. Buyers tend to begin with a pre-selected set of familiar models, dedicating their subsequent research to comparing and verifying those specific options. This pattern suggests that existing brand recognition and initial perceptions significantly influence the early stages of decision-making, narrowing choices before extensive information gathering.

Despite the widespread use of digital resources, physical interaction with vehicles remains a critical step. While 63.1% of respondents used YouTube for information, showroom visits and test drives saw 78.1% participation. This high engagement with physical inspections and driving experiences suggests that direct product engagement complements online research, providing a crucial element that digital channels alone do not fully replace.

The survey also highlights the nascent role of AI in this purchasing journey, with only 19.5% of respondents reporting its use. AI tools were mainly employed for specific tasks such as comparing vehicle performance and rival models. This indicates that while AI offers analytical capabilities for specific comparisons, it is not yet a primary channel for initial discovery or comprehensive information gathering for imported car buyers.