Toyota Alphard Controversy: Why Resale Restrictions Are Frustrating Buyers in Korea

Translation result.

[Green Economy News = Reporter Jang Chang-hwan] Consumer complaints are mounting over a practice in South Korea that requires Toyota buyers to sign no-resale agreements and accept forced liens. Toyota Motor Korea says the policy complies with foreign trade law intended to prevent re-exports, but critics argue it restricts owners’ ability to sell their vehicles and infringes on property rights, prompting calls for structural reform.

According to industry sources, Toyota’s flagship minivan, the Alphard, fetches much higher prices in Southeast Asia and Russia than in Korea. That price gap has prompted dealers to strictly enforce no-resale and anti-re-export measures for the model.

The TOYOTA CERTIFIED (Toyota Certified Used Cars) website even states: The Alphard is an export-restricted vehicle, available only via lease, and a lien is placed for one year, during which resale is prohibited.

One buyer identified as A told Green Economy News on the 9th that a dealer placed a one-year lien when he purchased an Alphard. “I need to sell the car, but the lien has left me stuck for months,” he said.

He said he sent certified mail to Toyota, but the company replied it could not lift the lien immediately. He filed complaints with the Fair Trade Commission and reported the case to the Korea Consumer Agency, but neither agency resolved the issue. After consulting a lawyer, he was told the case could turn into a long legal battle, so he is waiting for the lien to expire in September.

He is not alone. On Toyota owner forums, posts and comments complaining that dealers have registered liens under their own names on customers’ vehicles appear frequently.

A Toyota Motor Korea official told Green Economy News that under the Foreign Trade Act, models allocated for Korea must be sold domestically, but exports of Korean-market vehicles have risen in recent years.

The official added that with long domestic waiting lists, an increase in re-exports would directly harm genuine buyers, so the company places liens. Dealers notify customers before registering liens, and that process does not violate the law, the official said.

Buyers call the practice an infringement on property rights, while Toyota Motor Korea maintains liens are a legitimate measure to preserve market order. Some industry observers say a neutral, third‑party solution should be developed to curb re-exports and reseller activity effectively. With no clear fix in sight, the dispute is likely to persist for the time being.