BMW aims to beat Mercedes with new 5 series

By Nam Hyun-woo

GWANGJU, Gyeonggi Province ― BMW rolled out the sedans of its 5 Series in Korea, in heated competition against Mercedes-Benz for the title of “top-selling import vehicle” in the country.

The 5 Series sedans have been the highest-selling BMW vehicles in the country, as their versatility appealed to consumers who seek vehicles with plenty of power, space and comfort at the same time. Apparently, the German carmaker again introduced an all-around player, which throws a strong challenge to Mercedes-Benz's dominance in the imported mid-size sedan segment here.

The new 5 Series, which were revealed at a world premiere in Korea in May, marks the eighth generation of the vehicle lineup. Instead of making drastic changes to their bodywork, BMW inched up their kidney grille and modified the air intake to present a bold face. The vehicles' headlamps and rear lamps have changed, but a closer look is required to distinguish the eighth generation from its predecessor.

The new 5 Series also features interior tweaks, but the differences are minimal. Its dashboard and infotainment displays are now bigger and clearer to present what BMW Korea described as a “high-tech look.” Several changes were made to the finishing material, but the overall look is not that far from what BMW has been presenting for the past several years.

Though the 5 Series left an impression its update was far from a drastic makeover, it did not fail to deliver on what customers expect from a sporty saloon.

During a 100-kilometer test course touring Gyeonggi Province, this reporter tested the 540i xDrive model dressed up in the M Sport Package, which showcased a rock-solid balance and stability withstanding 340 horsepower produced by its six-cylinder 3.0-liter twin turbo engine. The gap between sport and comfort modes was big enough to give an impression of switching between two different vehicles with the simple press of a button.

The 5 Series vehicles feature different drivetrains ― five models are gasoline, two are diesel and one is a plug-in hybrid. Diesel models are paired with a 48-volt mild hybrid system to provide an extra power boost.

The 5 Series are priced between 63.6 million won and 116.4 million won.

BMW also launched the 6 Series GT in the Korean market on Monday. The coupe-hatchback series also features different powertrains ― two gasoline models, two diesel models and one plug-in hybrid model. Prices start from 89.2 million won.

“The 5 Series has been the standard of business sedans, showing solid sales since its debut,” a BMW Korea official said. “As it targets a broad range of customers, it is an all-around player, which should be practical, athletic and affordable at the same time.”

The 5 Series is the sales magnet of BMW in Korea. In August, BMW became the highest-selling import brand in Korea, snapping Mercedes-Benz's 32 consecutive months of leadership in monthly sales. BMW Korea attributed this to the previous generation of the 5 Series, as the 520i gasoline and the 520d diesel models each sold 1,097 and 727 vehicles respectively to become the No. 1 and No. 3 selling models of the month.

Mercedes-Benz also plans to launch its midsize sedan, the E-Class, later this month. Given the E-Class has been the most popular model for Mercedes-Benz in Korea, the sales trajectory of the 5 Series and E-Class will likely sway the two brands' overall sales.

“With two models coming in the market almost simultaneously, customers will be given a broad range of choice,” an industry official said.