South Korea 1990-1991: Hyundai Excel dominates millionaire market

The Hyundai Excel is the best-seller in South Korea in both 1990 and 1991.

890.734 new light vehicles found a buyer in South Korea in 1990. Hyundai holds almost half of its home market at 48.8% share above Kia at 33.3% and Daewoo at 15.6%, meaning these three carmakers represent almost 98% of all South Korean sales. Add Ssangyong with 2.1% share and the 10 remaining foreign brand can only muster a miserable 0.2% share this year. The Hyundai Excel triumphs with 16.9% share above the Kia E-Series at 11.1% and the Hyundai Sonata at 10.4%. The Daewoo LeMans just misses out on the symbolic 10% share while the Kia Pride rounds out the Top 5 with 7.5% of the market.

In 1991, the South Korean new car market soars 15.1% to cross the symbolic annual million sales mark at 1.024.833. Both Hyundai (+11.5%) and Kia (+14.1%) trail the market growth and see their share thaw to 47.3% and 33.1% respectively. In contrast Daewoo (+30.4%) doubles the market to lift to 17.7% share. Volvo (+226%) becomes the most popular foreign brand with… 0.02% share. Model-wise, the Hyundai Excel (-14.6%) repeats at #1 despite a steep fall, while the Kia Pride (+64.2%) surges three spots to $2 ad the Hyundai Sonata rounds out the podium like last year. The Hyundai Elantra (+806.9%) is the success of the year, soaring 14 ranks to #5 and knocking the Daewoo LeMans (-19.5%) out of the Top 5. The Daewoo Tico is by far the most popular new launch, landing directly inside the Top 10 (#10).

Full Year 1990 and 1991 Top 14 All-brands and Top 40 models below.