The Kia Sorento confirms it is the favourite of South Korean customers.

The South Korean new light vehicle market is up 13.5% year-on-year in January to 120,446 units. This includes 99,495 domestic manufacturers (+9.5%) and 20,951 foreigners (+37.6%). This month Kia (+12.3%) topples traditional leader Hyundai (+11.6%) to rank #1 brand for the first time since exactly a year ago in January 2025. Genesis (-1.7%) disappoints at #3, lodging its lowest monthly volume since last July at 8,671. BMW (+5.2%) overtakes Mercedes (+35.1%) to #4 while KGM (+38.6%) is up two spots on last month to #6 with 2.6% share vs. 1.8% last month. Renault Korea (-13.9%) is relegated to #7. Tesla shoots up 39220% to #8 but still only holds 1.6% of the market vs. 3.6% over the Full Year 2025. Audi (+164.7%), Toyota (+44.7%) and Lexus (+30%) also impress while newcomer BYD is in the Top 10 for the third month in a row at #10.

Looking at domestic models, the Kia Sorento (+12.5%) is back to #1 for the 4th time in the past 5 months, confirming the annual top spot it has held for the past two years. The Kia Sportage (-8.1%) is up to #2 for the 2nd time in the past 3 months, as a reminder it last ranked #1 in November 2021. The Carnival (-13%) completes a podium 100% Kia but disappoints year-on-year. Four Hyundais follow, with the Palisade (+98.1%) and Sonata (+42.1%) lodging the best performances but the Avante (-4%) and Grandeur (-12.2%) in negative. Notice also the Kia Niro (+248.7%), Kona (+47.7%) and Morning (+40.6%).

As for foreign models, the Mercedes E-Class (+54.4%) remains on top above the BMW 5 Series (+8.1%) while the Tesla Model Y takes the third spot. The Mercedes GLC (+26.2%) repeats at #4 ahead of the Lexus NX (+194.9%) up from outside the December Top 50 directly back to #5 while the BMW X3 (+29.5%) is up five ranks on last month to #6. Below, the new BYD Sealion 7 is up two spots to #7 while the BYD Atto 3 cracks the Top 10 for the first time at #8. Note the Telsa Model X is up to #24 with 210 sales and the Model S up to #35 with 140 units.

Previous post: South Korea Full Year 2025: Kia Sorento repeats at #1, Hyundai Avante up to #2

One year ago: South Korea January 2025: Kia Sorento lodges 5th straight win in slow market

Full January 2026 Top 30 All brands, Top 55 All domestic models and Top 50 foreign models below.

South Korea January 2026 – brands:

PosBrandJan-26%/25Dec1Kia43,12935.8%+ 12.3%22Hyundai41,53734.5%+ 11.6%13Genesis8,6717.2%– 1.7%34BMW6,2705.2%+ 5.2%55Mercedes5,1214.3%+ 35.1%46KG Mobility3,1872.6%+ 38.6%87Renault Korea2,2391.9%– 13.9%68Tesla1,9661.6%+ 39220.0%79Lexus1,4641.2%+ 30.0%1410BYD1,3471.1%new1011Volvo1,0370.9%+ 0.4%912Audi8470.7%+ 164.7%1613GM Korea7320.6%– 39.8%1114Porsche7020.6%+ 9.0%1315Toyota6220.5%+ 44.7%1216Mini5670.5%+ 142.3%1517Land Rover2240.2%– 31.1%1818Volkswagen2170.2%+ 68.2%1719Jeep1170.1%– 2.5%1920Honda1040.1%– 41.2%2021Ford640.1%– 82.5%2822GMC620.1%+ 342.9%3023Cadillac500.0%+ 92.3%2224Peugeot330.0%– 13.2%2125Bentley280.0%+ 180.0%2526Ferrari270.0%– 15.6%2927Polestar270.0%– 73.8%2428Lincoln230.0%– 82.8%2629Lamborghini210.0%– 63.8%2330Rolls-Royce110.0%+ 57.1%3131Maserati00.0%– 100.0%27 –Total local manufacturers99,49582.6%+ 9.5% – –Total foreign manufacturers20,95117.4%+ 37.6% – –Total market120,446100.0%+ 13.5% –

South Korea January 2026 – domestic models:

PosModelJan-26/25Dec1Kia Sorento8,388+ 12.5%22Kia Sportage6,015– 8.1%33Kia Carnival5,278– 13.0%54Hyundai Avante5,244– 4.0%45Hyundai Sonata5,143+ 42.1%116Hyundai Grandeur5,016– 12.2%17Hyundai Palisade4,994+ 98.1%68Kia Ray4,446+ 14.7%109Hyundai Tucson4,269+ 17.4%710Kia Seltos3,698– 14.8%911Hyundai Santa Fe3,379– 29.9%1212Hyundai Porter3,320– 0.4%813Hyundai Kona3,163+ 47.7%1614Genesis G802,993+ 9.6%1415Kia K52,752+ 6.5%1516Genesis GV702,702– 1.4%1717Kia Bongo2,425+ 0.2%1818Genesis GV802,386– 11.4%1919Hyundai Staria2,328– 6.3%2120Kia K82,135– 7.1%2021Kia Morning2,087+ 40.6%2522Kia Niro1,991+ 248.7%2623Hyundai Bus/Truck1,769+ 85.4%2424Renault Korea Grand Koleos1,663– 18.5%1325Hyundai Casper1,128+ 21.8%2326KGM Musso1,123new3427Kia PV51,026new3828Hyundai Venue891+ 28.4%2229Kia EV5847new4630Kia EV3737+ 71.8%4331KGM Actyon632+ 32.2%2832Chevrolet Trax Crossover607– 36.3%2733KGM Musso EV527new5334Genesis G90489– 11.7%3035KGM Torres427– 21.9%3336Kia EV4396new4937Kia Tasman376new3738Renault Korea Arkana369+ 35.7%2939KGM Tivoli367+ 25.3%3140Hyundai Ioniq 5314+ 318.7%4741Hyundai Ioniq 6245+ 1941.7%5542Hyundai Ioniq 9224new4443Kia EV6214+ 197.2%4844Renault Korea Scenic E-Tech207new3245Kia K9143+ 16.3%4046Kia Bus/Special135+ 33.7%3547Chevrolet Trailblazer121– 21390.5%4148KGM Rexton New Arena87– 20.2%4549Hyundai Nexo85+ 254.2%3650Genesis G7083– 22.4%4251Kia EV940+ 8.1%5052Hyundai ST125+ 257.1%5153KGM Torres EVX24+ 100.0%5754Genesis GV6018+ 800.0%5655Chevrolet Colorado4– 71.4%54

South Korea January 2026 – foreign models:

PosModelJan-26/25Dec1Mercedes E Class2,220+ 54.4%12BMW 5 Series1,951+ 8.1%33Tesla Model Y1,559n/a24Mercedes GLC809+ 26.2%45Lexus NX802+ 194.9%n/a6BMW X3689+ 29.5%117BYD Sealion 7656new98BYD Atto 3634new139BMW X5602+ 6.7%1210BMW 3 Series568+ 46.4%1011Lexus ES513– 18.8%712Mercedes GLE488+ 32.6%513BMW 7 Series482+ 4.1%1514Mercedes S Class461+ 55.7%615BMW X7399+ 1.0%1616Volvo XC60388– 6.7%817BMW X6297– 7.2%2918Mercedes CLE277+ 12.1%2019Mini Cooper Hatch273+ 82.0%1420BMW X4223– 3.5%1721Porsche Taycan218+ 78.7%2322Audi A5218n/a2723Volvo XC90218+ 186.8%3824Tesla Model X210+ 4100.0%4625Toyota RAV4175+ 326.8%2226BMW i5173+ 88.0%2427Porsche Panamera170– 21.3%3928Volvo XC40166– 15.3%2529Volvo S90162– 1.2%3730Mercedes G Class158– 42.1%1931Mercedes GLS145+ 12.4%2632Audi A3145n/a5033BMW X1143– 12.8%3134Porsche Cayenne141– 42.2%3235Tesla Model S140n/an/a36Toyota Alphard137+ 47.3%4537Porsche 911135n/a4938BMW 4 Series127+ 21.0%4139Audi Q3110+ 161.9%n/a40VW Golf104n/a3541Mercedes CLA103+ 66.1%4842Toyota Camry101– 19.2%3043Mini Aceman100newn/a44Jeep Wrangler98+ 6.5%3345Mini Electric94newn/a46Land Rover Defender93+ 6.9%n/a47BMW iX93newn/a48Audi Q892+ 283.3%n/a49VW Atlas90newn/a50Audi Q589n/a36

Source: Manufacturers, KAIDA