AUSTIN, Texas — Tesla's Model Y became South Korea's best-selling vehicle in May, marking the first time in history that an imported model has outsold every domestic car in one of the world's most fiercely protected auto markets.
According to data from the Korea Automobile Importers and Distributors Association released on June 4 and reported by Teslarati, the Model Y recorded 8,762 units sold last month, pushing the Kia Sorento into second place at 7,836 units and the Hyundai Grandeur into third at 5,183 units.
A Market No Foreign Automaker Could Crack
South Korea has long been considered one of the hardest markets in the world for foreign carmakers. Hyundai and Kia together control close to 70% of overall sales and command deep consumer loyalty built over decades. High import duties, limited early service infrastructure, and skepticism about charging networks made Tesla's climb an uphill battle for years.
That makes May's result all the more striking. Tesla imported 10,866 vehicles into South Korea during the month, holding the top spot among import brands for the fourth consecutive month. BMW followed at 6,555 units — less than two-thirds of Tesla's total — while BYD registered just 1,032. Remarkably, a single Tesla model outsold the combined domestic sales of GM Korea, Renault Korea, and KG Mobility, which totaled 7,019 units.
Juniper Refresh Is Resonating
Tesla's momentum in Korea has been building steadily. In 2024, the Model Y was the country's best-selling imported car with 18,717 units for the full year. In 2025, after the Juniper refresh brought improvements to range, interior quality, and ride refinement, it cleared 50,000 units and took the top spot among all EVs.
Year to date, Tesla's Korean sales are up 250.8% over the same period last year, giving the company a 30.8% share of the entire imported car segment for 2026. EVs as a category represented 48.6% of all imported passenger car registrations in May. The surge mirrors Tesla's push to keep its global lineup fresh, including the new Coastal Blue paint option recently added to the Model Y in Europe.
Musk: "Korea Is Awesome"
The milestone caught the attention of CEO Elon Musk, who celebrated the achievement on X with a simple reaction: "Korea is Awesome." Industry watchers point to high local fuel costs, attractive EV incentives, and strong consumer demand for the Model Y's tech-heavy features and spacious interior as key drivers behind the spike.
With the Model Y now sitting atop the entire Korean market and Tesla's efficiency credentials reinforced by the Model 3 RWD recently being named the most efficient EV in production, the company's third consecutive month above 10,000 units in Korea suggests the country is fast becoming one of Tesla's strongest markets in Asia — and a template for cracking other domestically dominated markets around the world.
