Driving the sales of six-figure plus cars is a growing acceptance of conspicuous consumption in the conservative home of Hyundai Motor Co, where more younger, affluent Koreans are turning their backs on their parents' frugal ways.
"While our parents saved a lot in the past, younger people nowadays spend on things they can enjoy," said chef-restauranteur Song Ji-hoon, who last year sold his Mercedes-Benz CLS to buy a Maserati Ghibli.
"The street is now flooded with German cars. My car is not something one can see often," Song, 34, told Reuters.
Last year, the Seoul dealership of Volkswagen  unit Bentley Motors was the top global seller of Flying Spur sedans, which start at just under quarter of a million dollars. The outlet, in Gangnam, ranked second in overall sales behind one in Dubai.
South Korea is also the seventh-largest market for Fiat Chrysler's Maserati, which saw sales increase five-fold last year to a record 723 cars after the brand introduced its Ghibli sports sedan, which starts at around $90,000.
"Korean consumers now want to flaunt themselves," said Kevin Kang, chief operating officer of the joint dealership for British luxury brands Aston Martin and McLaren Automotive which will open in the first half of this year in Gangnam.
"There lingers antipathy towards the wealthy, but at the same time there is aspiration to be wealthy," he said.
Imported luxury vehicles were relatively scarce in South Korea before a trade deal which took effect in 2011 unleashed an influx of high-end mainstream German cars from the likes of BMW, Audi AG, and Daimler AG's  Mercedes-Benz.
While South Korea is the 11th largest car market, it ranks in the top four for certain top-end models such as Audi's A8 and the Mercedes-Benz S Class line, according to the companies.