South Korea January 2025: Kia Sorento lodges 5th straight win in slow market (-8.5%)

The Kia Sorento is once again the best-selling vehicle at home.

The South Korean new car market is in difficulty in January at -8.5% year-on-year to 106,081. This is partly due to the Lunar New Year falling in January this year. The total volume includes 90,852 local brands (-11.6%) and 15,229 foreigners (+16.4%). Despite a harsh fall, Kia (-14%) starts the year at #1, its first win since last July and 4th victory in the past 13 months. Hyundai (-3.2%) resists much better but is relegated to 2nd place overall. Genesis (-22.2%) sinks but stays #3 with 7.9% share. BMW (+37.6%) is the best-selling foreign manufacturer this time at #4 overall, overtaking Mercedes (+29.3%). Even though it is up 58.1% year-on-year, Renault Korea goes from 5% share in December to 2.3% this month. KG Mobility (-38.9%) and GM Korea (-58%) both freefall below. Notice also Volkswagen (+143.4%), Audi (+78.8%) and Ford (+59.8%) albeit with tiny volumes.

Over in the domestic models ranking, for the 2nd month in a row Kia monopolises the podium with the Sorento (-19.7%), Sportage (+10.3%) and Carnival (-13.9%). It’s the 5th month in a row and the 14th time in the past 17 months that the Sorento ranks #1 at home. The Hyundai Grandeur (+57.1%) ensures the Top 4 is identical to December’s. Great progression as well for the Hyundai Avante (+23.1%), Kia Seltos (+10.1%) and Hyundai Sonata (+629.8%). #5 in November and #9 in December, the new Renault Grand Koleos falls to #21 in January. The Hyundai Venue (+114.9%), Palisade (+44.8%), Genesis GV70 (+22.7%) and Kia Morning (+22.2%) also impress further down.

Looking at foreign models, the BMW 5 Series (+60.2%) passes the Mercedes E Class (+120.6%) with the Mercedes GLC (+99.7%) and Lexus ES (+13.7%) in tow. Three BMWs follow: the X5 (-3.6%), X3 (+36.8%) and 7 Series (+432.2%). There are three recent launches in the Top 50: the Mercedes CLE (#16), Polestar 4 (#34) and Volvo EX30 (#50).

Previous post: South Korea Full Year 2024: Kia Sorento first non-Hyundai #1 in 26 years

One year ago: South Korea January 2024: Kia Sorento and Hyundai Santa Fe top declining market

Full January 2025 Top 31 All brands, Top 54 All domestic models and Top 50 foreigners below.