The choice of EV3, Kona EV, and Aoto 3 in the range of 340 million won is
Feb 24, 2025
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Even though Ato3 is the first Chinese electric car to land in the Korean market and is nearly 10 million won cheaper than its domestic equivalent, most chose domestic. However, the willingness of young people in their 30s or younger and users of eco-friendly cars was significantly higher than the average.
Automotive research company Consumer Insights compared the intention to purchase the domestic electric SUV 'Ato3', Kia 'EV3', a domestic comparable model, and Hyundai Motor's 'Kona Electric'. Major specifications such as the actual purchase price of each model, mileage per charge, and battery type were presented and compared based on the first-priority purchase intention model.
When asked about the omnibus question rather than the method of selecting from the entire model surveyed (25 last parking), the consumer response soared.
One in five respondents (20%) said they were interested, and one in ten (11%) said they were willing to buy. Even for the same product, it is a good number considering the negative perception of domestic consumers about Chinese products, even though it is the so-called "Choice Set Effect" that changes consumer reactions depending on the context and how they are presented.
However, when asked to choose one of the three, including the domestic competition model, the intention to purchase Ato3 was the lowest at 14%. A majority (53%) chose Kia EV3 and 33% chose Hyundai Motor's Kona Electric. Most of the respondents (86%) chose one of the two domestic brands.
Ato3 is a Chinese electric car that first landed in the Korean market, attracting attention on January 16 when it was unveiled at a price that was about 9 million won cheaper than its domestic competitive model. It is about 31.3 million won for subsidies based on upper trim, which is 8 million won to 9 million won cheaper than Kona Electric (39.94 million won) and EV3 (40.43 million won).
Kia EV3
In terms of the
ratio, it is 77% and 78% of the two domestic models, 22% cheaper than the domestic competitive model. It is comparable to or rather ahead of Korean models in most specifications, including 321 kilometers of mileage per charge, 4,455 millimeters of full length, 2,720 millimeters of axles, and 440 liters of trunk capacity.
Unlike domestic models equipped with nickel cobalt manganese (NCM) batteries preferred by domestic consumers, Ato3 was equipped with a lithium iron phosphate (LFP) battery.
By the characteristics of respondents, men, young people, and eco-friendly car users had relatively high intentions to purchase. By gender, males accounted for 15%, higher than females (11%), and by age group, those in their 30s or younger (18%) were the highest.
The elderly group with strong Chinese resistance had a low willingness to purchase, so only 11% of those in their 60s and older. When the current vehicle is an eco-friendly vehicle (19%) and when the purchase of an electric vehicle (18%) is considered, the intention to purchase was also greatly increased.
Editor Kim Tae-jin, tj.kim@carguy.kr
This article was translated by Naver AI translator.
