수입차 구입, 결국 ‘처음 생각했던 차’…리뷰 영상 챙겨보고 AI 확인해도

The domestic import car market offers a wide range of vehicles, from affordable options under 3 million won to high-end cars worth several billion won. When tracking the process of purchasing an import car, it becomes clear that consumers usually start by searching for reviews on YouTube, comparing specifications using AI, and focusing on their initial thought brands.

The Korean Import Automobile Association (KAIDA) recently surveyed 2,200 consumers aged 25 to 59 who have bought or considered buying an import car over the past three years. The study, released on the 15th, found that consumers who decided to purchase a new car considered 2 to 3 brands or models based on their budget and other factors.

Brand familiarity (24.5%) and recommendations from friends or family (20.3%) were influential in narrowing down the candidate list.

Next came in-depth vehicle information searches through various channels, including YouTube reviews (63.1%), portals (46.5%), brand official websites (40.5%), friends and family (37.4%), car communities (34.6%), brand communities (34.5%), social media (22.2%), and automotive specialty media (21.4%). According to KAIDA, 79.8% of YouTube users actively used the platform for decision-making, not just browsing.

Additionally, 71.8% of respondents said they relied on friends' and family's evaluations. Among the 19.5% (429 people) who used AI, about two people in ten employed AI to compare performance, specs, safety, convenience features, and pricing or promotions. The association noted that consumers tended to use AI primarily as a tool to compact existing information, using it for candidate screening in the beginning and final validation in the end.

Out of the 78.1% who actually visited a showroom, tried, and tested the vehicle, 51.8% ended up purchasing the same brand, model, trim, and price they had initially thought. This suggests that approximately 8 out of 10 consumers ended up with a car that matched their original thoughts or considered buying it. The association concluded that consumers' car purchasing journey is more about validating their initial candidates rather than discovering new vehicles.