‘Electric car’ accelerator pedal Imported car… Taking the initiative in differentiating strategy’charging’

Strengthening domestic automobile market penetration
Benz announces release of EQA and EQS in 2021
Opened the world’s 7th’AMG Brand Center’
BMW to diversify such as high-performance’BMW M’
10 new cars such as iX and iX3 will also be released this year
Audi Volkswagen unveiled more than 20 models this year
Eight electric vehicles are also announced for the next three years.
Catching customers with Volvo’Service by Volvo’
150 billion won plan to expand service center
Ford, spurs on launching a large number of authentic SUVs
Focus on meeting customer needs through new cars
Honda expands sales of hybrid models
Target over 80% of sales by 2024

Imports, which were only 1 out of 10 domestic cars 10 years ago, have now increased to 1 out of 6 (16.74%). Last year, 270,000 imported cars were sold, breaking a record high. Imported car makers challenged the fierce market by utilizing their own identity. Representatives of each company continue to target the Korean market with a variety of strategies, such as promoting high-performance lineups, expanding online sales channels, and expanding service centers, focusing on preoccupying future mobility.

◆The undisputed number one in the imported car industry… Focusing on electrification to preoccupy future mobility

According to the automobile industry on the 14th, Mercedes-Benz Korea, which ranked first in imported car sales for 5 years in a row, will launch a full-fledged electric car era by releasing pure electric cars’EQA’ in the first half of this year and’EQS’ in the second half of this year. Thomas Klein, CEO of Mercedes-Benz Korea said, “We will do our best to ensure that the charm and amazing experience of Mercedes-Benz reach our precious customers.” “Preparing for the era of sustainable future mobility in the global automobile industry. “We will continue to pursue innovation in times of disruption.”

Mercedes-Benz Korea has set up various strategies for future mobility this year. In line with the launch of electric vehicles, we will also focus on expanding infrastructure so that charging facilities can be used at 71 service centers nationwide. In addition, the’AMG Brand Center’, where you can experience the high-performance brand Mercedes-AMG, will be opened in Seoul for the 7th time in the world.

The future mobility concept car’Vision AVTR’ was also unveiled for the first time in Asia. “AVTR represents change and transformation, and the harmony between man, machine, and nature,” said Klein.

Benz Korea is planning to provide differentiated services tailored to the digital experience of customers in a full-fledged non-face-to-face era by newly building an’online sales platform’ that enables vehicle search and contracts this year. In addition, the mobile membership program’Mercedes Me Care’ will be launched for the first time in the world in Korea.

The Mercedes-Benz Social Contribution Committee, which gave back 6.7 billion won to society, including donations to overcome the novel coronavirus infection (Corona 19) last year, has various social contribution activities such as sports events, support for startups, and methods based on carbon neutrality and sustainability. He announced that he would continue. President Klein apologized for being imposed a penalty of 77.6 billion won for illegal manipulation of diesel exhaust gas, and said, “We will continue to actively cooperate with the requests of the authorities.”

◆BMW captivated young people to increase online sales and launch high-performance models in earnest

BMW Group Korea, which has emphasized the’pleasure’ of driving, maximizes this again this year and continues aggressive domestic investments such as expanding online sales and expanding vehicle distribution centers and service networks from various sales lineups such as the high-performance brand’BMW M’and the launch of electric vehicles. It’s a strategy.

In his New Year’s speech, Sang-yoon Han, CEO of BMW Group Korea, said, “This year, we will introduce differentiated premiums that only BMW customers can enjoy amid intensifying competition in the next-generation mobility market.” To this end, we will invest in various infrastructures that can contribute to Korean society. “We will continue to focus on and expand our service network, and we will implement a newly established customer-oriented management in all areas ranging from brand, sales and service.”

BMW Group Korea is planning to launch 10 new cars this year, including the flagship electric cars BMW iX and iX3. In particular, the brand M, whose sales volume grew by 53% compared to the previous year, will introduce 7 new models this year, including the M3 and M4. The BMW Driving Center, located in Yeongjong-do, Incheon, has achieved 1 million cumulative visitors after 6 years of opening. Online limited-edition marketing has also been strengthened, and this year, more than 30 types of BMW and MINI are scheduled to be released online this year. This year, it will invest 60 billion won to expand the BMW Vehicle Logistics Center and continue to invest in Korea.

Audi Volkswagen takes a new leap after erasing the’diesel gate’

Audi Volkswagen Korea, which had ceased domestic sales in the aftermath of the 2015 diesel vehicle emission certification operation incident, is preparing for a new leap forward by recovering its normal trajectory after three years of reopening.

René Konebeag, CEO of Audi Volkswagen Korea, said in his New Year’s speech, “We put a lot of effort into equipping our original values ​​and competitiveness, and we are happy to be able to share our future growth strategy based on the results.” We will continue our growth momentum based on new cars, new mobility services, and future strategies for electrification.” He added, “We will take responsibility in the fields of education and the environment, and actively carry out activities to make a change in sustainable mobility in Korea.”

Audi Volkswagen Korea plans to release more than 20 new cars this year. It is preparing for the era of electrification by releasing eight electric vehicles over the next three years. In particular, at the new year’s online conference, the brand’s first electric vehicle-specific platform for which the domestic certification process has not yet started, the Volkswagen ID.4 and Audi e-tron Sportback 55, etc., were also disclosed. It also plans to expand rapid chargers and expand various electrification services such as free installation of home chargers. “Customer trust seems to be improving little by little through the products launched over the past three years,” said Coneveag Group President. “We will try harder in the future.”

◆Customized strategies for each company, such as service centers, eco-friendly vehicles, and large SUVs

Volvo Cars Korea, which has risen to the 5th place in imported car sales, is going to catch customers’ minds based on its service network expansion this year. Yun-mo Lee, CEO of Volvo Cars Korea, said, “We are showing remarkable achievements in qualitative growth, such as the launch of’Service by Volvo’, a service integrated brand, and achieving No. 1 European brand in consumer insight service satisfaction. We are fiercely thinking about our products and services so that we can be most satisfied and happy on our journey.” CEO Lee added, “If we go beyond’Volvo of safety’ and think of’customer service’, we will continue to strive until Volvo comes to mind first.” Volvo announced that it plans to expand its service center by investing 150 billion won in Korea by 2023.

Ford Korea is targeting the Korean market by launching a large number of authentic sports utility vehicles (SUVs) this year. David Jeffrey, CEO of Ford Korea, said, “Ford in 2021 will be a very important year to show Korean consumers a new look, high product competitiveness, and a mature corporate culture.” I will try to be a year when I try to meet and do my best to provide good service and customer experience.”

Honda Korea, which is struggling with the boycott of Japanese products, is trying to re-invade the domestic market through hybrid cars. At the new car launch event last month, Lee Ji-hong, CEO of Honda Korea, said, “We plan to increase the sales ratio of hybrid models to more than 80% by 2024,” and “We will continue to introduce eco-friendly models with Honda’s own technology”. This year, it is aiming to sell 3,000 eco-friendly cars, starting with hybrid cars of’New CR-V’ and’New Accord’.

Byungwook Cho, reporter [email protected]

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