China's Zeekr, BYD challenge Hyundai, Kia in South Korea

Chinese EV makers are rapidly expanding in South Korea, with Zeekr under Geely opened its first showroom in Seoul.

Meanwhile BYD widened its lineup to challenge Hyundai and Kia.

An industry source said Zeekr and BYD were making a strong push into South Korea’s EV market, long dominated by Hyundai and Kia.

Zeekr plans to launch the 7X SUV in South Korea in the second half of 2026 at 50 million won (US$35,000) to 60 million won (US$41,000), which would put it near Hyundai’s Ioniq 5.

South Korea registered 220,177 new EVs in 2025 and Chinese-made EV sales rose 112.4% to 74,728, or 33.9% of the market according to the Korea Automobile and Mobility Association.

🔗 Source: The Korea Herald

🧠 Food for thought

Implications, context, and why it matters.

Chinese EV brands are using a two-tier market strategy

Zeekr plans a premium entry in South Korea. It will go after the Hyundai IONIQ 5, Kia EV6 and Tesla Model Y 1.
It is lining up dealers from the luxury-import market. It also pitches the 7X sport utility vehicle with 800-volt fast charging. Some versions add LiDAR, a laser-based sensing system used for driver assistance 1.
The 7X is expected at 53 million won (US$37,000) to 60 million won (US$41,000) in South Korea, more than 10 million won (US$6,900) above China. LiDAR sensors and Nvidia chipsets may be cut to meet local rules and trim prices. Zeekr Korea said pricing is not final 2.
BYD is chasing volume. It topped 10,000 sales about 15 months after its January 2025 launch, aided by prices about 7 million won (US$4,800) below the Hyundai Kona Electric before subsidies in a top-trim comparison 3.
BYD’s South Korea showrooms number more than triple Tesla’s 4.

South Korea is tightening subsidy rules in ways that can favor domestic automakers and battery suppliers

South Korea is revising EV subsidies in ways that can help domestic carmakers like Hyundai Motor and Kia as Chinese brands gain ground 5.
Plans described in April 2026 add a new scorecard for passenger-car subsidies. Carmakers would need at least 80 of 100 points. The measure counts industrial contribution, local supplier work and technology transfer. It also counts domestic research and development (R&D), domestic jobs and service-network coverage 6.
South Korea has also changed subsidies for battery-electric buses. The new energy-density bar is hard for lithium iron phosphate (LFP) batteries common among Chinese brands. It is easier for nickel manganese cobalt (NMC) packs from South Korean suppliers including LG Energy Solution, SK On and Samsung SDI 6.
Taken together, the changes use consumer incentives as industrial policy. Foreign carmakers may need broader service networks plus deeper local ties to keep subsidy access 6.