Visitors sit inside the Mercedes GLC electric SUV at its world premiere during the media opening of the Brussels Motor Show at the Expo in Brussels, Jan. 9. AP-Yonhap
Korea’s imported car market is shaping up to be a battleground for electric SUVs, as global automakers rush to roll out high-performance, premium all-electric cars with strong commercial appeal this year.
German luxury brands, such as BMW and Mercedes-Benz, are set to lead the trend, with other overseas carmakers jumping on the bandwagon with their new electric models.
BMW Korea plans to launch the all-new iX3 in the second half of this year, marking the first mass-produced model featuring the carmaker’s next-generation “Neue Klasse” electric platform.
Designed for efficiency, the electric SUV boasts a driving range of up to 805 kilometers under European standards and supports ultrafast charging via an 800-volt high-voltage system.
BMW aims to apply the Neue Klasse platform to about 40 new and upgraded models by 2027, a strategy intended to rapidly expand its electric vehicle (EV) lineup and secure a competitive edge in the upcoming era of EVs.
BMW’s iX3 electric SUV / Courtesy of BMW
Mercedes-Benz Korea is also scheduled to launch its all-electric premium compact SUV, the GLC with EQ Technology. The vehicle was ranked as the fifth-most popular imported SUV in Korea last year.
The electric variant is the first to adopt the carmaker’s dedicated EV architecture, MB.EA, and is equipped with a 94-kilowatt-hour battery and the artificial intelligence (AI)-powered fourth-generation MBUX infotainment system.
Given the solid sales performance of the GLC SUV in Korea, the carmaker expects the upcoming electric version to serve as a major sales driver in the segment.
Volvo Car Korea plans to unveil its flagship electric SUV, the EX90, in the first half of the year. The vehicle was designed as a family car and features data-driven safety. The carmaker is also set to showcase the ES90 all-electric sedan in the latter half of 2026.
Chinese brands are also stepping up their presence in Korea, with Zeekr set to make its brand debut here sometime in the first half of the year. The Chinese premium EV maker shares auto platforms and powertrains with Volvo and Polestar.
It remains unknown which models from the brand will be available for sale in Korea, but the 7X mid-sized electric SUV is expected to become the first model that will arrive in the market this year.
“Even if the EV market has yet to enter a phase of mass adoption, competition from brands is intensifying rapidly,” an auto industry official said. “This is why they know they have to increase their brand awareness in the EV segment more stably and tightly ahead of the era of electrification in the auto industry.”
