Audi, Honda and Volkswagen are increasing their share at a rapid pace in Korea's import car market, signaling a major shakeup in the longstanding three-way dominance by BMW, Mercedes-Benz and Toyota.
The change comes at a time when a growing number of Korean consumers are buying import cars. Newly registered import cars in the first half of this year soared 56.2 percent to 20,193 units from a year ago, thanks to the increased number of relatively less expensive cars and 11 new diesel models.
Audi, Volkswagen and Honda began to step up marketing in Korea last year, while introducing new models aggressively. Given that Audi is an affiliate of Volkswagen, their combined share has already shot up to No. 1, dealing a blow to existing leaders.
Back in 2003, BMW, Mercedes-Benz and Toyota controlled 64.8 percent of the Korean import car market. Their combined share, however, plunged to 44.2 percent in the first half of this year.
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