BMW plans to build a driving center in South Korea to attract younger customers which are willing to spend more on luxury and brand-name goods.
The German automaker will invest 70 billion won ($62 million) to construct the BMW Group Driving Center, which will be located in Yeongjongdo, Incheon, 40km west of Seoul. The driving center is to be completed by July 2014, being the first of this kind in the country. Potential customers will have the possibility to drive BMW and Mini cars on the center’s 2.6-kilometer track with 6 different driving courses. The center will also have a training academy, a café, a restaurant and an exhibition hall with BMW’s lineup.
“Korean customers are very demanding in their standards … demanding in service requirements, luxury expectations and consumer electronics expectations,” Hendrik von Kuenheim, senior vice president in charge of BMW Group’s Asia, Pacific and South Africa regions, told Korea Real Time. “If we succeed in Korea, we probably succeed in every market in the world.”
BMW choose South Korea over China and Japan due to the increased number of customers eager to buy luxury products. The automaker predicts that 200,000 visitors will come at the center annually and that it will sell around 33,000 BMW vehicles and 6,000 Mini vehicles in South Korea by the end of this year.