Tesla’s South Korean sales are projected to exceed 100,000 units this year, while Model Y sales could surpass 80,000. Korea Automobile Importers & Distributors Association (KAIDA) data showed Tesla had sold 66,376 vehicles from January through July. Matching last year’s 33,347 units during the remaining five months would produce 99,723, and the company’s recent sales pace suggests it could exceed that threshold. Tesla sold 303 vehicles in South Korea in 2017, its first year, compared with 59,916 last year. Model Y sales reached 52,064 through July, placing it second overall behind Kia Sorento’s 61,579, although the Tesla has outsold the Sorento each month since May. Analysts credit Tesla’s combination of price competitiveness, technology and emotional appeal, including Autopilot, one-pedal driving and over-the-air software updates. Most Teslas sold in South Korea are made in China, leaving Full Self-Driving (FSD) functionality unavailable, while changing prices and safety concerns remain sources of criticism. The share of individual Tesla buyers aged 40 to 59 rose from 41% in 2024 to 48% in 2025 and 51% this year, suggesting the brand’s early-adopter image is weakening. Tesla Korea’s revenue rose nearly fivefold from 716.2 billion won in 2020 to 3.31 trillion won last year. Observers say domestic automakers must improve technology and pricing, particularly autonomous-driving performance, to defend their position in the local market.