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BMW's latest EVs shine at Busan mobility show
BMW's vehicles are displayed during the Busan International Mobility Show 2024 at BEXCO. Courtesy of BMW Korea
By Ko Dong-hwan
BMW Korea showcased its latest electric vehicles (EVs) at the Busan International Mobility Show 2024 to promote the brand to its fifth-largest global market, according to the global automotive giant’s regional office, Tuesday.
At the event which started on Friday and runs until Sunday, BMW showcased 18 models, including the all-new iX2, an EV sport activity coupe. Also among the company’s fleet were the new M4 which received a facelift for the first time in four years and BMW's Vision Neue Klasse, a concept model representing the company’s future mobility goals.
MINI, one of BMW’s brands, also presented its models, including the new MINI Countryman JCW and the new MINI Cooper EV.
Except for 2010, BMW has never missed the Busan auto show that first opened in 2001. The company said that participating in the show is about more than selling its cars; it is about meeting future consumers and communicating with them. BMW was the only foreign car firm that participated in this year’s Busan International Mobility Show.
BMW Group has invested a lot in Korea. The BMW Driving Center on Incheon’s Yeongjong Island celebrated its 10th anniversary this month. The auto-cultural complex, inviting people to drive and experience BMW cars, is the company’s first in Asia and third in the world. Having invested 90 billion won ($65 million), the center has seen over 1.5 million visitors as of May. Over 240,000 visitors have tried the company's cars in an experience program at the center and the company catered to their needs with 1,343 BMW and MINI vehicles.
“The total distance driven by our visitors to the center now amounts to over 7.37 million kilometers,” a BMW Korea official said.
BMW Group has also invested in expanding its facilities in Korea. In April, the group’s R&D Center Korea expanded its size by relocating from inside the driving center at Yeongjong Island to Cheongna International City in the same city. The company is also gearing up its Charging Next project by expanding its EV charging stations nationwide. It plans to add to the current network of 1300 EV chargers and, by the end of this year, increase it to 2,100 chargers.
The company has also invested in efforts to promote BMW to golf fans in Korea by hosting an annual LPGA tournament here. The BMW Ladies Championship kicks off in October and runs for four days at the Seowon Valley Country Club in Paju, Gyeonggi Province. The company hosted the event in 2019 and 2021 in Busan and 2022 in Wonju, Gangwon Province.