Among potential new car buyers, the most desired model is Hyundai’s upcoming large electric SUV, the ‘Ioniq 9’.
Consumer Insight released a report on the 5th regarding consumer intentions for new car purchases. The survey assessed individual characteristics of respondents, brand recognition for different models, awareness levels, and purchase intentions.
The results showed that among the top 10 most desired models, 6 were imported brands. This increase in interest in imported cars is attributed to the lack of new releases from domestic brands.
The most sought-after vehicle was the Ioniq 9 at 15.3%. Following closely were the BMW 5 Series (14.9%), the Mercedes-Benz E-Class (13.4%), and the Ray EV (12.6%). Notably, male respondents favored the BMW 5 Series (16.8%), while female respondents leaned towards the Ioniq 9 (15.1%).
Regarding age demographics, the highest purchase intent for the BMW 5 Series was seen among respondents in their 20s and 30s (14.2%) and those in their 40s (15.9%). Conversely, interest in purchasing the Ioniq 9 peaked among respondents aged 50 (17.5%) and 60 (15.5%).
Currently, respondents who operate gasoline and diesel vehicles expressed their support towards the BMW 5 Series with 16.2% and 17% respectively. In contrast, customers owning LPG vehicles showed significant interest in the Ray EV (16.4%). A clear divide in preferences was evident between buyers of domestic and imported cars. Domestic car buyers displayed the highest support for the Hyundai Ioniq 9 (16.2%), while the BMW 5 Series (29.1%) garnered the greatest popularity.
Lee Sang-jin daedusj@autodiary.kr