Apologies to Donald Trump and Detroiters in advance, but the reason that Korean consumers aren’t taking to American cars has nothing to do with a “horrible” trade deal. While Korea did have tariffs of 8%, then 4%, on U.S. autos, experts are saying that a lower sticker price won’t make American cars any more appealing in the U.S. market. (Tariffs were nixed completely last year.)

The combined market share of Hyundai and Kia in American driveways has hovered around 8 or 9% this decade. Meanwhile, just 1% of cars purchased in Korea last year were American, according to data from the Korea Automobile Importers and Distributors Association.

Here’s why U.S. automakers have had a tough time breaking into the Korean market — and why the lowered tariffs and nontariff barriers alone won’t make Detroit’s plight any easier in Asia’s fourth-largest economy.

It’s a deal

President Donald Trump is “not going to let the United States be taken advantage of anymore” on trade issues. Or so he said at the Asia-Pacific Economic Cooperation summit in Da Nang, Vietnam last week, to an audience that included South Korean President Moon Jae-in.

Trump has made it clear that he finds his country’s trade relationship with South Korea unfair. The U.S. runs a goods trade deficit of $27.7 billion with Korea — nothing to sneeze at, but it’s relatively small considering, say, America’s $579 billion deficit with China.

The biggest source of America’s trade deficit with Korea is the auto sector. The U.S. imports $24 billion more Korean cars than vice versa. It’s a staggering 86% of the entire goods trade deficit, according to a press release by the United States Trade Representative. What’s more, the overall trade deficit has doubled since KORUS was signed in 2012.

Read more: What Is KORUS, And Why Is Trump So Mad About It?

KORUS has lowered tariffs and the price of an American car, but it hasn’t quite caused windfall profits for Detroit. Imports of U.S. cars have tripled since KORUS was signed, but Koreans have also simply been purchasing more foreign cars. The overall proportion of American cars in the foreign sector has barely budged; before KORUS was signed in 2011, 7.9% of foreign cars purchased were American. It was 8.2% in 2016, according to KAIDA data.

Thus, it’s clear that lowered sticker prices alone won’t coax Korean consumers into a Ford or Jeep.

Where’s the luxury?

Korean consumers looking for the cheapest deal are going to buy a domestic car. A new 2017 Kia Morning, a city car only available in Asia, starts at $8,475, according to Naver Autos. The subcompact 2017 Hyundai Accent is as low as $10,242. The cheapest Ford to be released in Korea, meanwhile, was $28,000. But even if it was sold at its U.S. price of $18,000, it’s nearly twice as pricey as a comparable domestic ride.

For that reason, and perhaps plain old patriotism, Koreans tend to drive Korean cars. Last year, 85% of all cars purchased were domestic. “Koreans have a preference to buy their own brands,” said Rajiv Biswas, a chief economist at IHS Markitt. “It would be very hard to change that kind of preference.”

But a survey conducted earlier this year by Samsung Card, one of the country’s largest credit card companies, suggested that Koreans are happy to drop serious coin on their cars. Those in their 40s are happy to spend an average of $33,750 on a new car, while 20-somethings want to keep around $22,600. For both groups, that’s around two-thirds of their incomes.

For that reason, luxury automakers are increasingly interested in the Korean market. They’ve had some rousing success — 9.3% of all imported cars cost $100,000-plus, the Financial Times reported in 2016.

The most purchased foreign brands last year were Mercedez-Benz (56,343 units), BMW (48,459 units) and Audi (16,718 units), according to KAIDA data.

When Koreans consider a foreign car, it’s because they’re splurging on a status symbol that will turn heads, not a safe, sensible minivan to pick up the kids. But for many Koreans, that’s precisely what American brands communicate. They’re just not vogue.

Ford sold 11,220 units, while Land Rover sold 10,601 units. To put that another way, only slightly more Koreans prefered a Ford — affordable, dependable, classically American — to a gas-guzzler that starts at $52,000 in Korea. And as for the Cadillac, America’s most lavish vehicle, it was outsold threefold by Porsche.

Thus, experts are increasingly advising U.S. carmakers to step it up. “Addressing non-tariff barriers would not fundamentally raise the competitiveness of U.S. cars,” a senior Korean government official told Reuters in July. “What we really want to say to the United States is: make good cars, make cars that Korean consumers like.”

Kim Pil-soo, a professor of engineering at Daelim University College, had similar sentiments to share with Reuters earlier this year: “Upgrading their vehicles and meeting the luxurious taste of consumers is more important than complaining about non-tariff barriers.”

In other words: It’s not our tariffs, it’s your cars. It’s not me, it’s you.