Why the Tesla Model Y is Dominating the 30s and 40s Segment: A Deep Dive into 2026’s Best-Selling Cars

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Men favor large SUVs; women prefer compact sedans

City cars losing ground in the new‑car market

Tesla Model Y draws buyers in their 30s and 40s

Sorento – Source: Kia

Preferences for vehicle types in South Korea differ markedly between men and women.

The Kaizyu Data Research Institute, analyzing registration statistics from the Ministry of Land, Infrastructure and Transport, found that among individual buyers last year men purchased the Kia Sorento (61,941 units) more than any other model.

They were followed by the Kia Sportage, Hyundai Santa Fe, Kia Carnival and Hyundai Palisade.

Women most often chose the Hyundai Avante (22,642 units). The next most popular models among women were the Kia Seltos, Kia Sportage, Kia Sorento and Hyundai Kona.

Differences by age group

Avante – Source: Hyundai Motor Company

Purchase patterns also vary across age groups.

Buyers in their 20s bought the Avante most frequently, followed by the Sportage, Seltos, Kona and Tucson. In their 30s, buyers favored the Sorento, followed by the Sportage, Tesla Model Y, Santa Fe and Carnival.

Buyers in their 40s most often chose the Carnival, while those in their 50s and 60s most often selected the Sorento. Notably, the Tesla Model Y ranked third among imported cars for buyers in their 30s and 40s.

City cars sidelined…

Fading presence in the new‑car market

Morning – Source: Kia

None of the top five models by gender or age included city cars such as the Kia Morning, Ray or Hyundai Casper.

While compact city cars still have demand in the used‑car market, new‑car buyers are increasingly passing them over.

Even purchasers in their 20s and 30s—traditionally the core market for city cars—are leaning toward compact sedans or SUVs instead.

Model Y stands out among imports

Emerging as a family vehicle

Model Y – Source: Tesla

Industry observers point to the popularity of the Tesla Model Y. Its strong showing among buyers in their 30s and 40s has helped it cement a role as a leading imported family car.

An industry official said, “Women tend to prefer cars that are affordable as a first or second vehicle and that provide a comfortable ride. That helps explain the Avante’s popularity among female buyers.”

The official added, “As city‑car prices approached 20 million KRW (approximately $15,000), their price competitiveness weakened. Growing familiarity with car‑sharing also appears to have reduced demand for new compact city cars.”