Designed to Promote BMW's Premium Value
Bavarian Motors, an authorized BMW dealer in Korea, opened the world’s largest integrated center for BMW customers in Songdo, Incheon, on May 10.
The cultural complex features a multipurpose hall for exhibitions, lectures and concerts, as well as a customer service center and exhibition rooms for new and certified used BMW and MINI cars.
The five-story building was built on a site of 13,223 square meters in Songdo-dong, Yeonsu-gu, Incheon, and has a gross floor space of 26,515 square meters. It was jointly built by Bavarian Motors and BMW at a total cost of 50 billion won (US$46.64 million).
It is the largest center ever constructed by BMW dealers in the world. At the complex, customers can experience all the services and brand sensibilities of BMW and MINI as well as purchase new cars and receive customer service at the same time.
The main showroom on the first floor displays a total of 12 latest BMW models, while there is a customer lounge on the second floor. Two smaller showrooms for MINIs, a smaller range of cars belonging to BMW's daughter brand, and certified secondhand cars, and concert halls are located on the third floor.
The complex also includes an office on the fourth floor and a cafeteria on the fifth floor. The concert halls will host not only events for new cars and brands but also cultural events for local residents, such as book concert, exhibitions and lectures.
The BMW Group headquarters in Germany funded around 20 percent of the construction for the complex in Songdo. They decided to make the investment considering advantages of Songdo, which is a Free Economic Zone and an environmentally friendly city, geographic location, which is near Incheon airport, synergy effects with neighboring BMW Driving Center. This is the first time the Munich headquarters invested directly in a BMW dealership in Korea. Kim Hyo-joon, CEO of BMW Korea, said, “The Bavarian Complex in Songdo will become a base to introduce the premium brand value of BMW and MINI in Korea.”