As the Korean population is increasingly able to afford high priced items like cars, this market represents a desirable growth opportunity for Japanese, German, and American car makers. However, the Korean automobile market is dominated by Korean car manufacturers (Hyundai, Ssanyong, and Daewoo). Oftentimes, such domination by a domestic manufacturer is blamed on trade barriers, but Korea’s tariffs are among the lowest in the world. Why then do most Koreans drive Korean-made cars? What entry strategy would be most appropriate for accessing this culturally-closed market?