Tesla has won over South Korea’s 20–30-year-old demographic, becoming the country’s best-selling imported car brand in 2025. From January to November, young buyers purchased more than 21,000 Teslas—far surpassing other imported competitors such as BMW and Mercedes-Benz.
According to industry experts cited by The Economist, this “Tesla mania” is driven by a fan culture in which buyers prioritize the brand over traditional automotive attributes, similar to the frenzy surrounding the release of the latest iPhone.
Model Y dominates among young buyers
Data from the Korea Automobile Importers & Distributors Association (KAIDA) shows that as of November, Tesla sold 21,757 vehicles to consumers in their 20s and 30s, compared with 13,666 units for BMW and 6,983 for Mercedes-Benz. The Model Y stands out as the clear leader, with variants such as the Standard Range and Long Range proving most popular among both young male and female buyers.
Young men purchased roughly 16,000 Teslas, with the Model Y accounting for more than 15,000 units, followed by the Model 3. Purchasing patterns among young women were similar, with a strong preference for the Model Y (3,888 units) and the Model 3 (1,083 units). Sales of the Cybertruck within this age group were negligible.
The Model Y’s appeal lies in its family-friendly SUV design, driving range of 400–500 kilometers, brisk acceleration, and spacious cargo capacity—making it well suited for both daily commuting and leisure travel. The Model 3, meanwhile, serves as a more affordable entry-level option, an especially important factor given South Korea’s EV subsidy policies.
The Tesla craze
Experts describe Tesla’s popularity as a form of “fan culture,” in which young consumers continue to embrace the brand despite ongoing criticism. Professor Lee Ho-geun called Tesla a “classic early-adopter brand,” comparing Tesla purchases to buying an iPhone.
Professor Kim Pil-soo noted that many young people view Tesla more as an electronic product than a traditional automobile. They are often drawn by marketing, government subsidies, and perceived value, while tending to overlook Tesla’s frequent recalls—most of which are handled via over-the-air software updates—as well as controversies surrounding the company.
Tesla’s position at the top of South Korea’s imported car sales rankings in 2025 now appears all but certain. As The Economist noted, December sales figures have yet to be released, but market analysts believe Tesla has essentially locked in the title of South Korea’s best-selling imported car brand for the year.
