Foreign carmakers seek sales growth through expanded service networks

Audi Korea's new premium showroom in the nation's southern island of Jeju / Courtesy of Audi Korea

Foreign carmakers are rapidly expanding their showrooms and service centers in Korea, as part of efforts to drive sales growth in more regions nationwide.

Audi Korea, which achieved a major sales rebound this year, hopes to extend its winning streak next year by opening new service facilities for its customers.

Last week, the carmaker opened its premium exhibition hall on the nation’s southern island of Jeju. The facility, which spans 280.5 square meters, is designed to boost its exchanges with customers by displaying new Audi models.

Earlier this month, the carmaker also opened a showroom in Paju, Gyeonggi Province, to absorb demand from customers in the nation’s northwestern region just outside the capital area. The facility boasts a land area of 276.9 square meters. Of particular note there is Audi Korea’s three-dimensional digital system, which allows customers to virtually experience diverse vehicle colors and options more vividly.

BYD Korea is one of the nation’s fastest-growing imported carmakers in terms of service facility expansion. After the Chinese electric vehicle (EV) maker made its debut in January, it has so far opened a total of 28 brand showrooms and 16 service centers across the nation.

BYD Korea's showroom at the Starfield Anseong shopping mall in Gyeonggi Province / Courtesy of BYD Korea

Overcoming a negative perception of Chinese cars, BYD Korea is making noteworthy strides in sales. In November, the brand became the fifth-largest foreign carmaker here with a total of 1,164 vehicle sales.

The aggressive expansion of its showrooms and repair facilities has been cited as one of the key reasons behind its robust sales growth. BYD Korea recently opened a showroom at Starfield Village Unjeong in Paju to present its full lineup of passenger EVs in Korea. The carmaker offers test drive services regularly for visiting customers, in an effort to boost sales.

Other top-tier foreign luxury carmakers, such as BMW Korea and Mercedes-Benz Korea, are also stepping up their efforts to build more facilities and solidify their position here.

In November, BMW Korea completed the renewal of its one-stop service center in Cheonan, South Chungcheong Province. The facility offers full repair services from typical vehicle maintenance to post-accident repairs. Customers can also look at the latest BMW vehicles at a showroom located in the same building.

Mercedes-Benz Korea is scheduled to open a similar one-stop service facility in Gumi, North Gyeongsang Province, in March 2026, giving customers in the region easier access to vehicle maintenance and repair services. The four-story building spans 3,840 square meters and houses a showroom where the carmaker will promote its vehicles.

“Foreign carmakers are widening investment to expand their service network here, in their bid to leave a stronger impression on customers and show that they are committed to sustainable growth," an auto industry official said.