Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
Busan mobility show seeks breakthrough as popularity fades
Hyundai Motor Group Executive Chair Chung Euisun, center, stops by the booth for Kumyang, a cylindrical battery maker, during the 2024 Busan International Mobility Show at the BEXCO convention center, June 27, 2024. Korea Times file
By Lee Min-hyung
Hyundai Motor Group, BMW, BYD showcase new models, up-to-date tech at auto fair
The 2026 Busan International Mobility Show opens Friday amid a deepening identity crisis, as experts and industry officials warn that the biennial auto exhibition risks becoming an expensive, fragmented marketing showcase for only a handful of carmakers.
While eight global brands including Hyundai Motor, Kia, BMW Korea and BYD Korea will occupy the exhibition floors, the glaring absence of major players such as Mercedes-Benz Korea, Renault Korea and KG Mobility, highlights the event's declining appeal.
The limited lineup for the show reflects a broader challenge facing auto shows worldwide, as manufacturers increasingly favor digital product launches and dedicated brand events over large-scale exhibitions.
Industry experts have repeatedly warned that without a radical pivot toward a specialized, tech-driven identity such as a focus on artificial intelligence (AI) or software-defined vehicles (SDVs), the Busan event faces the same obsolescence that has recently claimed legacy exhibitions abroad.
Despite such recommendations, this year's Busan International Mobility Show is expected to largely follow the conventional exhibition model, serving primarily as a platform for participating companies to promote their individual strategies and products.
Kim Pil-soo, a professor of automotive technology at Daelim University, said the decline of domestic mobility shows mirrors a broader global trend.
The Geneva International Motor Show, once regarded as one of the world's top five automotive events, has been permanently discontinued, while the Tokyo Motor Show has seen its influence diminished significantly over the past few years.
"To revitalize the Busan International Mobility Show, establishing a specialized technical identity focused on AI, autonomous driving and SDVs is fundamental," Kim said. "However, this is not enough. Organizers must integrate elements of K-culture to create an exhibition unique to Busan."
Kim argued that a narrow focus on automobiles is no longer sustainable. He proposed a convergence of sectors including Korean food, defense and mobility to leverage the global momentum of the Korean wave.
"Global exhibitions, such as CES, MWC and IFA have successfully blurred industry boundaries," the auto expert said. "CES began as a consumer electronics show, but automotive technology now commands a massive presence. Relying on a single legacy identity makes differentiation virtually impossible."
Models perform to promote Hyundai Motor's latest IONIQ V electric sedan at Auto China 2026 in Beijing, April 25. AP-Yonhap
According to Kim, China's Auto Shanghai currently serves as the definitive benchmark for the global auto industry.
Featuring between 1,500 and 2,000 exhibitors, the event showcases rapid technological development and provides critical benchmarking data particularly in an era of electric vehicles (EVs).
In contrast, legacy motor shows in Europe, the United States and Japan offer fewer technological insights regarding EVs than their Chinese counterpart, according to Kim.
Industry officials also remained skeptical about the viability of the domestic auto show.
“For the event’s long-term success, the key should be placed less on individual vehicle debuts, but more on the show’s ability to reinvent itself as a differentiated mobility and technology platform,” an auto industry official said.
Visitors to the 2024 Busan International Mobility Show look at BMW and MINI vehicles at the BEXCO convention hall, June 28, 2024. Courtesy of BMW Korea
Automakers showcase diverse lineups
Despite the structural challenges, participating automakers are preparing major displays for the show. Hyundai Motor Group leads the domestic front, showcasing a combined total of 34 vehicles across its brands.
Hyundai Motor has constructed a 2,040-square-meter pavilion to display 12 vehicles across eight models. The booth is designed to transcend traditional hardware, allowing visitors to experience software and AI integration.
The highlight of Hyundai’s lineup is the all new Avante compact sedan, which is widely expected to be the second domestic model to feature the carmaker’s advanced Pleos Connect infotainment system, following their flagship Grandeur sedan.
Hyundai’s EV lineup includes the IONIQ 5, IONIQ 6, IONIQ 9, Kona Electric and Staria Lounge EV, alongside the NEXO hydrogen fuel-cell vehicle.
Kia occupies an equally large 2,040-square-meter space, presenting 18 vehicles, including three new variants based on its PV5 purpose-built vehicle platform.
Genesis, the luxury arm of the group, hopes to demonstrate its high-performance capabilities and global competitiveness following its successful completion of the 24 Hours of Le Mans.
The brand will display its Magma GT concept car and a physical hypercar model. Genesis seeks to attract the spotlight with a diverse luxury lineup, such as the GV60 Magma, the Electrified GV70, the Electrified G80 and the GV80 Coupe Black.
Foreign automakers will also use the exhibition to solidify their strategic positioning in Korea.
BYD Korea plans to introduce its proprietary Dual Mode-intelligent (DM-i) hybrid technology to the domestic market for the first time.
Cho In-chul, CEO of passenger vehicle division at BYD Korea, speaks during the Chinese carmaker's passenger brand launch event in Incheon, Jan. 16, 2025. Yonhap
The DM-i system integrates a high-efficiency engine with a high-performance electric motor powered by BYD's in-house battery technology, helping deliver enhanced fuel economy and smoother driving dynamics.
Marking its 10th anniversary in the local market, BYD Korea also plans to highlight its achievements in the commercial vehicle sector, while outlining its expansion plans for the passenger vehicle market.
BMW Korea will anchor its exhibition around the newly launched iX3 all-electric SUV, reinforcing its commitment to the premium EV segment for tech-savvy Korean customers.
MINI, Ineos Grenadier and Ram are also expected to showcase customized strategies to capture specific local consumer segments.
The auto exhibition runs for 10 days until July 5 at the BEXCO convention center in the southern port city.