Imported car brands, which posted record sales in the first half of the year, are rolling out key new models in the second half as they target an all-time annual sales high.
The lineup includes premium battery-electric vehicles (EVs), flagship sedans, and high-efficiency plug-in hybrid electric vehicles (PHEVs), with major brands preparing to introduce their core models across key segments.
Imported vehicle sales reached 186,000 units in the first half. Industry observers expect the momentum to carry into the second half, supported by new-model launches, and potentially lift full-year sales to a record high.
BMW opened its second-half campaign by beginning customer deliveries of the new iX3, a midsize electric SUV, in July. Mercedes-Benz is scheduled to introduce the all-new electric GLC, a midsize SUV built on the company's MB.EA architecture designed exclusively for EVs.
Mercedes-Benz is also preparing to launch the new S-Class, its flagship sedan, which has already attracted strong pre-orders.
Porsche will target the luxury high-performance EV segment with the Cayenne Electric, a large electric SUV. Volvo recently launched the ES90, a large all-electric sedan, while Polestar plans to ramp up customer deliveries of its flagship electric SUV, the Polestar 3, in the second half.
Chinese brands are also stepping up their push. BYD, which ranked fourth in imported vehicle sales in the first half, plans to launch the Sealion DM-i, a plug-in hybrid SUV designed to meet Korean consumers' growing preference for hybrid vehicles.
Zeekr, Geely Auto Group's premium EV brand, is also expected to officially launch the Zeekr 7X, a midsize electric SUV equipped with an 800V charging system.
Toyota has been gaining traction with the all-new RAV4 midsize SUV, while Lexus is preparing to launch the fully redesigned ES, one of its best-selling models. Lexus plans to introduce the ES 350h, featuring its upgraded sixth-generation hybrid system, alongside the ES 350e, the brand's first all-electric sedan.
The strategy is designed to target both the hybrid and all-electric vehicle markets simultaneously.
“Imported car brands are concentrating their key model launches in the second half, expanding choices across powertrains and vehicle segments,” an industry source said. “With more attractive options entering the market, imported vehicle sales are highly likely to set a new annual record this year.”
