Tesla has reached the top of South Korea’s imported vehicle rankings for the first time. What makes the accomplishment even more notable is that it includes the entire import market, including internal combustion engine (ICE) vehicles, and not just electric vehicles (EVs).
The result was driven by a surge in March, when sales in that month exceeded the combined total from January and February, a period during which sales were already impressive.
New data from the Korea Automobile Importers and Distributors Association (KAIDA) shows Tesla delivered 20,964 vehicles between January and March 2026, representing a massive 335% increase compared to the same period last year, and enough to push the automaker ahead of long-time leaders BMW and Mercedes-Benz.
BMW finished the quarter in second place with 19,368 units, followed by Mercedes-Benz at 15,862 units. (via The Korea Herald)
Tesla’s rise didn’t happen overnight. Momentum had already been building earlier in the year, with the company delivering 9,834 vehicles in January and February alone—nearly four times higher than the same period in 2025. Much of that growth has been driven by sustained demand for the Model Y, which continues to prove popular with Korean buyers thanks to its combination of range, performance, and technology.
The broader market dynamics also played a key role. South Korea’s government finalized its EV subsidy program earlier than usual this year, confirming incentives in January rather than March. That earlier clarity appears to have pulled demand forward, leading to a surge in first-quarter purchases.
At the same time, rising global oil prices—fuelled by ongoing geopolitical tensions—have accelerated the shift toward EVs. The impact was clear in March, when EVs accounted for 47.8% of imported vehicle sales, surpassing hybrids at 42.9% for the first time.
Despite a challenging quarter globally, where sales came in below Wall Street estimates and a sizeable volume of inventory was accumulated, Tesla’s record-setting performance in South Korea shows the brand remains extremely popular in some international markets.
