They really go for the upscale image for their brands as import manufacturers, ditch their most basic cars (they won't even sell very well anyways since Koreans don't like to have compacts/hatchbacks due to the pervasive assumption of bigger cars being safer in accidents, and bigger car having more "road authority") and make their lineup starting from mid-sized sedan and compact SUVs, priced almost x1.5 compared to their counterparts in North America. This result in pretty interesting vehicle lineups for the import brands.
Given that Korean domestic car manufacturer's known practice of cutting corners in their domestic products (yes, they do make it better for the export products, and it's always been a hot subject to be discussed in car forums in Korea), these import brands are considered more reliable and upscale. Korea tax heavily for the import vehicles in order to protect their domestic brands' market, resulting in ridiculous prices for the most cars that are considered basic in other countries. Both are considered "upscale" in Korea since they are priced higher than most domestic brand vehicles like Hyundai's or KIA's. Most absurd thing I see is about the examples they used for the comparison of price of cars: VW Golf and Toyota Corolla. While most stuffs here are technically right, some of these stuffs are just irrelevant to the norms of living in S.Korea. Beef Round (1kg) (or Equivalent Back Leg Red Meat)
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