Tesla Korea is under fire from consumers after informing buyers that some options for its limited-edition Model Y Launch Series would be unavailable, despite accepting pre-orders for those features.
The company recently introduced an updated version of its Model Y, internally known as the “Juniper” refresh — the first major revision of the vehicle in South Korea since its debut in 2021. The Model Y is Tesla’s flagship SUV and was the world’s best-selling electric vehicle in 2024.
The new Model Y generated strong demand thanks to lower pricing than its predecessor. Prices start at 73 million won ($53,100) for the Launch Series, 63.14 million won for the Long Range AWD, and 52.99 million won for the RWD — roughly 7 million won cheaper at the base level.
When orders opened on April 2, heavy traffic temporarily crashed Tesla Korea’s website. Days earlier, showrooms in Seoul’s Yeouido district and Gyeonggi’s Hanam city saw wait times of up to two hours as customers queued to view the updated model in person.
But friction soon emerged over how Tesla Korea handled pre-orders for the Launch Series. Customers who selected white interiors were later asked to change or cancel their choices due to supply shortages. Industry sources said the option had already sold out in the United States.
Customers who finalized orders earlier this year voiced frustration, saying Tesla failed to clearly communicate availability issues and informed them of cancellations only after months of waiting.
Tesla’s handling of the South Korean market has faced repeated criticism. In 2021, the company abruptly suspended sales of the Model 3 Long Range citing supply constraints, while continuing sales in the United States, Europe, China and Japan despite extended wait times. The company has also drawn backlash for excluding South Korea from price cut campaigns introduced in other markets.
South Korea ranks as Tesla’s third-largest market in the Asia-Pacific region after China and Australia, but local operations are overseen by Yvonne Chan, who also leads the company’s Thailand and Taiwan businesses. Industry officials say daily management in South Korea is effectively handled by a country manager in the absence of a dedicated local CEO.
