Car firm CEOs favor own sedans

By Kim Tae-jong

Cars often are big attention grabbers, and it’s especially true when it comes to what CEOs drive. Then, what types of vehicles or which models do heads of local automakers or importers own and drive? The answer would be simple as they tend to use the top model in their company’s product lineup, hiring a personal driver. But a car can say a lot about the owner, especially as what CEOs drive offers a hint about their individual personality.

Local automakers

Hyundai Motor Group Chairman Chung Mong-koo uses the K9, the most expensive and luxurious sedan in Kia Motor’s lineup, whose top model is priced at 85.38 million won.

Actually, the launch of the model in 2012 comes as an ambitious project for the automaker to reach out and advance into the premium market. The K9 made its debut, promoting its high-tech functions such as better LED headlamps and a heads-up display to compete with competitors such as the BMW 7 Series and Mercedes-Benz S-Class.

But its sales have been a bit disappointing and the chairman seemed to express his support for the new model by replacing his Hyundai Motor’s Equus Limousine with it. The Equus Limousine is the most expensive sedan produced by a local automaker, priced at 143 million won.

GM Korea CEO Sergio Rocha is famous for his passion toward cars due to his experiences as a mechanical engineer. He even dreamed of becoming a bus driver when he was very young.

He now uses the firm’s Alpheon sedan. He has a personal driver for official occasions but wants to drive himself during weekends and holidays.

But an official from the company said he tries out all the vehicles that the firm produces, and has driven all the vehicles from smallest Spark S to the luxury Cadillac ATS compact sedan.

Renault Samsung Motors CEO Francois Provost also uses the firm’s top model, the SM7. As he is also busy with many official meetings and event outside the office, his personal driver usually drives the car.

But he owns the firm’s crossover utility vehicle QM5, which he drives himself for occasions involving his family.

Because he has three preschoolers, he has to carry a baby car seat and prefers the QM5 because of its spacious boot.

The nation’s smallest automaker Ssangyong Motor’s CEO Lee Yoo-il uses the Chairman W V8 5000 Limousine, which was launched in July 2011.

It was the company’s most expensive car whose price tag is 108.15 million won until the firm launched the Chairman W Summit in April, which is sold at 114.64 million won.

Officials said Lee likes the comfort and quietness inside the car and various premium entertainment features that help him enjoy even a long journey in it.

Importers

BMW Korea CEO Kim Hyo-joon drives the 750Li xDrive, and he has a keen affection toward the 7 Series.

When it launched the 7 Series in Korea for the first time in 2000, the BMW Group first requested its Korean operation to sell 600 of the 7 Series.

But he pledged to sell over 1,500 as he persuaded the BMW Group to install a Korean-version GPS navigation system in the model. With the Korean system on the model, he succeeded in selling 1,800 in the first year after its launch.

Now, Korea is the fourth biggest market for the 7 Series in the world, following the U.S., Germany and Japan.

Britta Seeger, who now leads Mercedes-Benz Korea, is the only female CEO among all the automakers.

She now uses the S600 Long luxury sedan for official occasions, which is provided by the firm. She believes it is the “most comfortable” car in the world when seating in the rear seat.

But personally, she prefers the CLS Shooting Brake, which she sometimes drives for personal purposes as she did before coming here.

As the long and low estate car is a modified version based on the four-door coupe CLS, she likes its stylish and elegant design and also speaks highly of its practicality thanks to its spacious boot. She seems to think it is the most stylish family car.

Toyota Motor Korea CEO Tommy H. Nakabayashi has two vehicles for business occasions ― a Lexus LS 600hL and Toyota Sienna.

The two vehicles have their own advantages and attractions, as the former is a luxury hybrid sedan while the latter is a premium minivan.

As the automaker is well known for its high technology for hybrid vehicles, the LS 600hL is not an unusual choice for him. But it is also true that Toyota Sienna seems to be another good choice given its spacious and comfortable seats resembling an airplane’s first-class seats.

Ford Korea CEO Jae Jung has owned the Lincoln MKS, the flagship luxury sedan in the Lincoln brand, since 2000 when he took office. Right before the current car, he drove the Lincoln Town Car for a long time.

Since he enjoys driving various cars, he has also driven all the vehicles from Ford and Lincoln to better understand their strengths. Most recently, he drove the brand new MKZ, which hit the local market last month.