So Much of Korean Culture Looks to America—Except When It Comes to Cars
So many elements of Korean culture and everyday consumer life are oriented toward the United States. Even church culture, which is often regarded as a deeply personal and communal aspect of life, carries strong American influences. Of course, the doctrines preached by Korean Protestant denominations share many similarities with those of English Puritanism, developed through historical conflicts with Catholicism and the Anglican Church. Still, Korean churches are far more connected to American churches and Korean-American congregations than to the British church tradition. It sometimes feels like few professions in Korea visit or admire the U.S. more than Protestant pastors.
And yet, despite this widespread admiration for America—even in matters of faith—there is one area where Koreans conspicuously do not show a strong preference for the U.S.: cars. While this isn't the only exception, it's certainly a major one.
That’s not to say that Korean makers lead the Korean market because they perfectly align with local tastes or offer ideal designs. In fact, many Korean consumers criticize domestic automakers for focusing too much on pricing and interior design gimmicks, rather than substance.
So what kind of cars do Koreans prefer?
Much like American upper-middle-class consumers, Koreans tend to favor European cars, especially German brands. Just ten years ago, there was an overwhelming preference for German cars—brand differences hardly mattered. Porsche was the dream car of enthusiasts, while German brands were the vehicles most Koreans aspired to own. Those who couldn’t afford them often went for more attainable options. While there was certainly a hierarchy among German brands, the overall trend was clear: own a German car that fits your budget.
In recent years, however, the import market has diversified. As purchases of Korean Maker's vehicles declined, the number and types of imported cars increased. Among them, European brands gained the most attention. But some brands tried to target the Korean market aggressively, one of them remained too expensive to break into the mainstream. The other brand, meanwhile, became known for frequent mechanical issues and low sales, and is now nearly absent from the new car market in Korea.
And what about American cars?
Yes, interest in American cars has grown in recent years, but trust in them remains relatively low. Compared to German models, U.S. cars aren’t priced significantly more competitively. And when it comes to customer service, American vehicles tend to fare even worse than European ones. In the U.S., it’s common to customize vehicles by selecting options, which allows for a range of prices within the same model. But in Korea, imported American cars arrive pre-configured by dealers—color, features, everything—leaving consumers with little room for customization or price flexibility. In Korea, when you buy a American car, you should consider cuustomizing American car taking time, money, and deep interest—none of which are easy to come by.
Still, American cars—especially SUVs and Trucks—carry undeniable heritage
Despite America’s relatively short history, American automobiles boast a robust heritage. The American SUV is iconic for its use in World War II. It's arguably one of the most recognizable and historically meaningful vehicles ever produced. Cars made by some big makers in the early 20th century don't carry the same lineage into modern consumer models.
As someone driving an American car in Seoul, I plan to keep sharing stories about cars here. And among all of them, a car many aspire to own, or at least to try once.
In Seoul, German brand cars are so common now that no one stops to admire them or strike up a conversation. Imported vehicles now make up one in four cars in Seoul, and in areas like Gangnam, it's one in two. And yet, if there’s one car that makes a complete stranger—man or woman—comment, “Wow, that’s a beautiful car!” And perhaps, that says it all.
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