“Because It’s Korean”: The Truth Behind Brand Loyalty

A satisfaction rate of 84 percent and a repurchase intention of 88 percent.

These are the results of the 2025 Korean Car Preference Survey. On the surface, the figures suggest that Korean cars have already become a proven success within the Korean American community. They also reflect the achievements made over the 40 years since Hyundai first exported the Pony to the United States in 1986.

However, a closer look at the dissatisfaction data tells a different story. The fact that the top reason for dissatisfaction is “frequent breakdowns” at 75.6 percent is not something that can be taken lightly. A car’s fundamental purpose is transportation, and the core of transportation is reliability. Yet nearly three-quarters of dissatisfied respondents said that this basic foundation is being shaken. In addition, 61 percent cited “inconvenient service” as a reason for dissatisfaction. This suggests that while breakdowns themselves are a problem, the inconvenience consumers face after something goes wrong is even greater.

These issues are not limited to survey respondents. A review of major online automotive communities such as Reddit shows that complaints about Korean car brands’ service centers appear repeatedly, rather than as isolated incidents. In response to a Reddit post asking, “Are Genesis dealer and service center experiences really that bad?” one user replied, “My service center experience made me swear I would never buy a Genesis again.”

Owner-only forums tell a similar story. Posts on Korean car owner communities include comments such as, “I like the car, but the service experience makes me consider selling it,” and “Appointments get pushed back for weeks, and valet or loaner services were not provided as promised.” Some users even share experiences in which service centers allegedly drilled holes in the driver’s seat without prior notice or temporarily secured parts with zip ties due to a lack of inventory.

Controversy also emerged when a U.S.-based YouTuber known as “Oliver-ssam,” who has 2.25 million subscribers, claimed that after noise developed in his 2020 Palisade, the service center, dealership, and Hyundai Motor America each shifted responsibility over whether the repair would be covered under warranty. According to his account, he was told that replacing a part already recognized as warrantied would still require him to pay $1,700 out of pocket.

These collective experiences closely align with survey responses citing “inconvenient service.” The problem is that such dissatisfaction does not end as personal complaints. Accumulated negative experiences are shared with potential customers and directly damage brand image.

Yet the survey shows that Korean Americans’ repurchase intention remains high for clear reasons: “because it’s a Korean car” and “because it’s relatively affordable.” More than half of respondents aged 60 and older cited “because it’s a Korean car” as their reason for purchase. This reflects less confidence in quality than an emotional choice rooted in loyalty and a desire to support Korean brands.

When people say “Korean cars,” they are essentially referring to Hyundai or Kia. These brands were able to establish themselves in the U.S. market in their early years largely thanks to the near one-sided devotion of this generation. At the time, Korean media even described such behavior as “patriotic consumption.”

This pattern no longer resonates with younger generations. Survey results show that the proportion of younger respondents choosing Korean cars is significantly lower than that of older generations. More troubling is the finding that among Korean American respondents who have never owned a Korean car, only 2 percent said they would consider one for their next vehicle. This is a warning sign that Hyundai and Kia are effectively being eliminated from the future customer base.

Korean cars are no longer merely “value-for-money challengers.” In terms of sales volume, design, and technology, they have risen to compete directly with Japanese and European brands.

However, without winning the hearts of the Korean Americans who helped nurture these brands, such success remains incomplete. The remaining loyalty within the Korean American community is not a safety net, but a final opportunity. Once that opportunity is exhausted, what will remain is emotionless evaluation and ruthless competition.

Korean car brands must now respond to the trust they were given not with words, but with tangible improvements in quality and service. They must be chosen for their performance, not sentiment. Otherwise, the phrase “because it’s a Korean car,” long spoken by Korean American owners, will soon sound less like pride and more like a hollow excuse.

BY HOONSIK WOO [woo.hoonsik@koreadaily.com]