April 19, 2024

• 

[THE INVESTOR] German luxury car brand BMW’s sales unit in Korea is moving to upgrade dealership spaces to offer customers hands-on experience with the brand’s products.

BMW Korea currently operates two BMW MINI City Lounges in the country. The German carmaker’s showrooms allow customers to check out both BMW and MINI vehicles, as well as the brands’ products, the company said.  

A customer experiences a BMW vehicle using virtual technology at BMW MINI City Lounge at Starfield Hanam. BMW Korea.

“Customers will be able to have special experience of the brand’s value at the group’s newly designed dealerships,” said BMW Korea CEO Kim Hyo-joon.

In February this year, BMW Korea installed a digital showroom at the city lounge located in Starfield Hanam, one of largest shopping complexs in Korea. Customers can experience vehicles using virtual reality technology at the digital showroom, the company said. BMW Group plans to introduce such digitalized showrooms in other countries, the company added.

By Shim Woo-hyun/The Korea Herald (ws@heraldcorp.com)