Why hatchbacks, which are not popular in South Korea, are popular in Europe
Pickups are popular vehicles in the US.
Pickup trucks, hatchbacks, and wagons, which are not popular in South Korea, are popular enough to be called mainstream vehicles overseas. Pickup trucks are popular in the US, and subcompact and compact vehicles and hatchbacks are popular in Europe. On the other hand, in the South Korean market, consumers do not prefer hatchbacks, so much so that they are called the hatchback graveyard.
In the US, the roads are wide, and gasoline prices are low, so there is less burden on fuel efficiency. If fuel consumption increases due to air resistance caused by the large, angular body and the increased weight of the load, it will inevitably be a burden in South Korea, where gasoline prices are high.
Preferred vehicles also vary due to differences in culture and lifestyle
The preference for large vehicles was high in the US, where agriculture and construction industries were developed in the past. Pickup trucks were popular because they needed a large loading space to carry materials and tools. Unlike Americans who are familiar with pickup trucks, the image is somewhat unfamiliar in South Korea. There is a strong perception that these are cargo trucks or industrial vehicles, so many South Korean consumers believe they are unsuitable for everyday use.
On the other hand, as Americans are familiar with pickup truck culture, many people think of bold and rough images as strong and cool. The lifestyle is also different. Unlike South Korea, where there is a supermarket near one’s home, Americans buy many items at once because they must drive long distances to get there. We can guess this by looking at American-style supermarkets, which are structured in a warehouse-style. Due to high labor costs, people use their own cars when moving goods or moving. This is why pickup trucks with large loading spaces have maintained steady demand until now.
Practicality is key in Europe, as there are many narrow alleys
On the other hand, Europeans cannot drive on roads as wide and comfortable as those in the US. In the case of European cities that retain their old culture, many have narrow roads that have been developed for a long time and do not have large parking spaces. Recently, Paris decided to increase city parking fees for SUVs by three times, as concerns were raised that they take up a lot of space on the road and that the cars are large and heavy, which could harm the safety of pedestrians.
With strong environmental regulations in Europe, subcompact and compact vehicles with good fuel efficiency and low exhaust gas emissions have many benefits, including taxes and parking fees. Europeans who value practicality perceive that smaller cars that run well and consume less fuel are better than larger cars, which are better and cooler.
The reason for the steady popularity of SUVs
Due to this cultural difference, subcompact and compact vehicles became popular in Europe, and hatchbacks with cargo space were suitable for this. However, SUVs have recently become more popular in Europe than hatchbacks and wagons. Sales are rapidly increasing, mainly of subcompact and compact SUVs. This is because the overall height is increased to provide a comfortable interior space. However, the overall length is similar to that of subcompact and compact cars, so it is still advantageous for driving on narrow roads.
It can be said that the reason SUVs have become so popular is because vehicles have become so close to people that they have become a lifestyle. Unlike in the past, when only simple activities such as work, home, and sleep were repeated, the time spent traveling by vehicle to enjoy leisure culture has increased, and spacious and comfortable indoor space has become a more important evaluation factor.
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