Now is the heyday of imported cars. As imported cars such as Mercedes, BMW, and Audi are popularized, they are steadily showing a 15% share in the domestic market, and Mercedes-Benz, which is the most popular, sold 78,133 units in 2019 alone. It sold about 40,000 units with only the E- class single model, showing more sales than the Kia K5.
Three German companies
Maybe that’s why, now that the vehicles from the three German companies have become too common, consumers want to differentiate themselves from others and are turning their attention to higher-end brand vehicles.
This is the reason why the popularity of Porsche, which is positioned between the three German companies and the Italian supercar, has soared. Porsche has consistently sold more than 4,200 units annually in 2018 and 2019, but sold 5,841 units in the first half of this year alone, an 84% increase in sales compared to the same period last year.
Porsche’s flagship models
Main volume models such as Porsche’s flagship models Cayenne, Cayenne Coupe, and Panamera played a role in driving sales, and are cheaper than Italian supercars and British luxury brands worth at least 300-400 million won, but higher brand value and vehicle quality than the three German companies. This is believed to have played a major role in sales growth.
In particular, the Cayenne Coupe, a newly launched coupe-type SUV, has the advantages of an SUV with a wide field of view and space but is popular for its stylish roofline with a gently falling sports car-like roofline. It also caused a situation that lasted for 10 months. It seems that Porsche’s popularity will continue in the future.