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BMW Pushing to Maintain Sales Momentum in Korea
BMW Korea remains the country’s leading importer, with sales for the first six months up 19.3% to 21,972 vehicles.
3 Min Read
Driving center supports German automaker’s status as top Korean import.
SEOUL – BMW is widening its footprint in Korea, where it already is the leading import brand.
The German automaker makes three announcements in mid-July:
A new $75.5 million Korean Driving Center opens on the same island off Incheon that is home to Incheon International Airport.
Its first satellite R&D center in Korea launches, complementing existing facilities in the U.S., Brazil, China and Japan.
It signs an agreement with Samsung SDI to expand their cooperative development and supply initiative, with the Japanese electronics manufacturer to increase delivery of battery cells to fully supply the growing global volumes for the BMW i3 electric vehicle and the BMW i8 hybrid, both new to Korea, and other vehicles being developed.
These events occur days after release of the official tally of import-vehicle sales in Korea, which show BMW Korea is still the segment leader, with sales for the first six months up 19.3% to 21,972 vehicles. In 2013 BMW led importers with sales of 39,367 vehicles, up 13.4% over 2012.
The driving center in Korea will start admitting customers in early August. One of three in the world, it features a 1.6-mile (2.6-km) driving track; special exhibits of BMW, Mini and BMW Motorrad vehicles, a science-education center for children and an eco-friendly sports park.
The center also will offer sales training, customer training and customer services.
"The Driving Center is the next step in our commitment to Korea and to Asia,” Ian Robertson, BMW board of management member for sales and training, says at the official pre-opening ceremony. “Korea is one of our fastest-growing markets and now our ninth-largest single market worldwide. We see more potential here and wish to grow even further.”
Underscoring this, Roberston says, the satellite R&D center will better develop and adjust BMW products to the needs of the Korean and regional markets, and will study advanced technologies developing locally.
“Being one of the most highly advanced technological nations in the world, customers in South Korea have very specific needs and expectations,” Roberston says.
The R&D center, which will have about 20 staffers, will pick up on trends in innovation through connections with local companies and scout new technology through cooperation with Korean high-tech specialist firms and universities.
Additionally, Samsung SDI is to expand delivery of lithium-ion battery cells for use in battery packs produced at the BMW main assembly facility in Dingolfing, Germany. The battery packs will be applied in increasing volumes on BMW i3 EVs and BMW i8 hybrids sold in all world markets, as well as for future vehicles now under development.
“Our partnership with Samsung SDI is a good example of successful Korean-German cooperation on innovative technologies,” Klaus Draeger, board of management member for the purchasing and supplier network, says at the signing of the agreement.
“The battery is a key component in every electric vehicle, since it basically determines the range and performance capabilities of the car. In Samsung SDI, we have chosen a supplier that offers us the best available technology with future-oriented Korean battery expertise.”
He notes Samsung SDI is one of BMW’s 20 local suppliers in Korea, and the country will be one of the German automaker’s key purchasing markets in the future, especially for innovative IT technologies.
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