Audi, VW: Taking aim at Korean market

"The International News Alliance" has a very interesting article about how international car manufacturers are targeting the Korean market.

The cutting-edge information and technology infrastructure here has made Korea a major global testing ground in those areas. Now, the automobile industry is taking up the challenge, as sales of imported vehicles have been on the rise, particularly this year.

"Because the market for imported cars in Korea is expanding and consumers' preferences are becoming more and more fastidious, foreign car companies are using Seoul as a testing ground for marketing," said Yoon Dae-sung, executive managing director of the Korea Automobile Importers and Distributors Association.

That may well be an exaggeration, since marketing is still very much tailored to cultural nuances, Seoul's crowded streets and nearby highways and pollution make automotive innovations like convertibles and cruise control impractical and the penetration of imported cars is still very small. But at least the latter is changing.

According to a recent report by the association, monthly sales of imported cars hit a record high last month of more than 3,000 cars. With the current momentum, the imported car industry is expecting to see sales surpass 30,000 units for the year. Already in the first 11 months, sales of imported cars have reached 27,090 units. The imported car market share is expected to surpass 3 percent of the Korean market for the first time.

The imported car companies are strengthening their marketing in Seoul, hoping that the brisk sales they have enjoyed this year will continue. But their efforts suggest that they still consider going after the affluent end of the market the best strategy here.

Volkswagen Korea last week opened an exclusive showroom for its luxury vehicles, such as the Phaeton and Touareg. In addition to the showroom, the company is offering golf lessons, wine classes and opera tickets as premium services to its customers.

Several foreign car companies are expanding their lineups in Korea. Audi Korea earlier announced it would release several models, including its first sport utility vehicle, the Q7, in the first half of next year. An Audi Korea official said that except for a few models such as the A3, its full lineup will be available for Korean consumers next year.

GermanCarBlog, Audi, VW

Source: International News Alliance, flag by flaggen-server.de

Audi, VW: Taking aim at Korean market

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