The logo on an Xpeng P7 performance electric vehicle is seen in New York, Aug. 27, 2020. Reuters-Yonhap
Chinese automakers are accelerating their push into Korea in hopes of replicating BYD’s success here and leaving a strong impression in the premium car segment.
Zeekr, the premium electric vehicle (EV) brand under China’s Geely Auto Group, is set to make its brand debut in May and start its sales activities targeting customers seeking high-end EVs.
The carmaker’s 7X luxury electric SUV is widely expected to become the first model to be introduced here. The vehicle is positioned in a similar segment to the Genesis GV70. Another major target of the vehicle is Tesla’s Model Y which maintains a top EV sales spot to Korean customers.
After monitoring the initial market response, the carmaker will likely expand its lineup by following a similar strategy of BYD Korea. BYD also initially sold its Atto 3 flagship SUV and gradually widened its sales models here.
Zeekr, which is still a lesser-known auto brand to Korean customers, will also adopt a strategy of prioritizing brand recognition and trust over rapid sales growth here.
BYD tapped into Korea in January 2025 for the first time as a Chinese EV maker. Shattering initial market outlook, the carmaker rose to become one of the most influential imported carmakers in only about a year after its debut here.
According to data from the Korea Automobile Importers and Distributors Association (KAIDA), BYD Korea sold 1,347 vehicles in January this year, ranking fifth among imported brands and surpassing that of other better-known brands, such as Audi and Volvo, during the same period.
Staff members stand near a Zeekr booth during the Indonesian International Motor Show in Jakarta, Indonesia, Feb. 7. AP-Yonhap
Another Chinese EV maker — Xpeng — is also ready to enter the Korean market after establishing a local subsidiary last June. The carmaker considers introducing its P7 mid-size sedan or G6 mid-size SUV as its first model for the Korean market.
Industry officials said BYD’s decent success here has paved the way for more Chinese brands to expand their business in Korea.
“No one can refute that BYD has lowered psychological barriers Korean customers have on Chinese vehicles,” an official from the auto industry said. “Zeekr and Xpeng pursue a more premium identity with strict quality and advanced autonomous driving technologies, so their position does not overlap with BYD.”
Xpeng is particularly famous for its self-driving tech, often dubbed as China’s Tesla.
“Once the Chinese brands launch their flagship high-end models with a reasonable price range, they can absorb demand from customers who prioritize price competitiveness, just as BYD has done so for the past year,” the official said.
