BMW, Mercedes-Benz in neck-and-neck race for top importer spot in Korea

[Courtesy of BMW, Mercedes-Benz]

BMW and Mercedes-Benz, Germany’s two premium carmakers, are in a fierce competition in South Korea to claim the top position in import sales.

According to data from CarIsYou Data Research Center on Thursday, BMW secured the No. 1 position in imported car sales in the first 10 months of this year, closely followed by Mercedes-Benz in second place.

During this period, BMW sold a total of 62,520 vehicles, while Mercedes-Benz 60,963 units.

Mercedes-Benz had long maintained its stronghold in the Korean imported sedan segment from 2016 to the previous year, consistently clinching the top spot in sales.

However, the cumulative data for October this year saw BMW surging ahead, pushing the rival German brand into a close second.

In the annual rankings of imported sedans from 2020 to 2022, the Mercedes-Benz E-Class had been the undisputed leader.

However, a paradigm shift occurred this year, with the BMW 5 Series emerging as the best-selling imported car from January to September.

Although the E-Class regained its lead in October, industry analysts predict a potential shake-up in rankings next year with the recent launch of the 8th generation BMW 5 Series.

Some industry observers attribute Mercedes-Benz’s recent sales challenges in Korea to disruptions in the supply chain, particularly in the availability of key components.

Many of Mercedes-Benz’s domestically sold internal combustion engine cars incorporate 48-volt mild hybrid systems, and supply chain hiccups in certain components have undoubtedly impacted its sales.

The race for the first-place finish remains uncertain.

As the fourth quarter unfolds, Mercedes-Benz could strategically deploy new model releases and incentives to bolster sales, potentially securing the annual top spot.

A similar narrative unfolded last year when BMW led in cumulative sales for the first three quarters, only for Mercedes-Benz to strategically reverse the rankings in the fourth quarter, capitalizing on various incentives and promotions during the peak season for car sales in Korea.