On 23th may, we had an excursion to BMW
DRIVING CENTER, which is located near the Incheon international airport in
Yeungjong island and gives an experience to people, who wants to drive and get
an information about BMW cars.
We'd met Mr. Torben Karasek, the CFO of
BMW.
He was bit late as he came just after an
important meeting about BMW i8, The recently released Hybrid car.
First, he started his presentation with
showing a Data of annual growth of BMW Korea.
It had been continuously grown, without
several years, when Korea had hard times like a financial panic.
He told, the total amount of sales in Korea
is not that big, it's bit smaller than Japan.
But compared to them, who have more than
200 importers, Korea with only 5 importers have had an great result and huge
market potential.
Second, he informed us about the sub brands
and models of BMW.
From that we could know that there are Mini,
Rolls Royce standing for BMW's sub brand. Furthermore he let us know about the
models of BMW.
It could be separated with 5 sections
Sports, Hybrid, Motorcycle, sedan and small-sized, that are under the value of
sheer driving pleasure.
Giving this information, he told about
sales characteristics among countries.
In German, about 50 and 50 percent of male
and female customers purchase BMW cars, in America bit bigger percentage of
male customers exist.
But in Korea, there’s about 84% of male
customers, much more compared to only 16% of female customers.
The reason of this matter, he told that, in
Korea there’s kind of stereotype to prefer 4 doors sedan, with that people could
show their wealthness, so from that kind of view, young female customers have
less chance to try BMW cars.
But also he said, BMW is targeting
sportive, capable people and those females are now a lot exist in Korea so they
are trying to make them their patron.
At the end he told us about their market
strategies and finished his presentation.
After the meeting we had a chance to take a
look the BMW driving center.
It was very interesting that we could have
a chance to have a sit in the real BMW models and also watch on the joy tower,
the name of their sheer driving abilities performing on the real track.
We think that it could be really catchy ad
and great service, that potential customers really want.
