BMW Introduces the MINI to Korea

Sections: Official News Feb 25th, 2005 14 Comments

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German auto giant BMW yesterday unveiled the premium compact Mini to Korean consumers, targeting the younger generation eager to take up the latest fad.

BMW sold 187,357 units of the Mini in more than 70 countries last year. BMW Group Korea said the car will appeal to those in their 20s and 30s who pursue distinguished lifestyles.

“South Korea is undergoing a change toward a society where common and established norms are often denied by the younger generation,” Kim Hyo-joon, president of BMW Group Korea, said during a colorful launching event in Seoul. The firm held the event at a club in the upscale district in Chongdam-dong, which is famous for parties by young people who follow the latest trends.

You can read the entire article below:

[ BMW Unveils Premium Compact ]

Written By: MF Reader

dgszweda

Maybe we can convince North Korea to give up their nuclear program in exchange for some free Minis.
Allan

My uncle in Korea would surely want one.
Paul C.

“The latest fad” boy doesn’t that just make you all happy inside. Oh brother here goes the beetle comparisons again.
Iain

I would be curious to know what the price of the Mini is in S. Korea. I was over there a few years ago and was amazed at the lackof imported cars (compared with say Singapore or Japan). It seems that the S. Korean government puts a huge import tax on foreign cars, the result of which is that they are basically unattainable for most people.

I remember one of my colleagues commenting that the BMW 3-series she lusted after was about $100k – she may have been exaggerating but it was expensive.

Wonder how the Mini compares to other cars in the market?
Stefan

The article says 38 Mio. Korean Won for a Cooper S, which is roughly about 38.000 USD.

The only foreign cars that sell in Korea are luxury cars, as they are a status symbol. Everyone else in Korea buys Korean cars. MINI needs to build the image of a “luxury” car in order to be successful in Korea.

(P.S. I am Korean)
Allan

Imported cars are VERY expensive in Korea. I was there last summer and most of the imported cars are only bought by celebrities or big business people. I actually saw 2 MINI coopers while I was there. Not a lot of people know what the MINI is in Korea, but they sure as hell know what BMW is. Once they find out that MINI is related to BMW, the MINIs will be very popular.

(P.S. I am Korean too)
morknmini

BMW must believe there are a lot of well to do younger folks in S.Korea. I hope this heralds a stronger Korean economy. I sure am confused about that because Korean companies have become so good at doing what the Japanese did a generation ago–even the appearance of their products is as good as anyone’s. Yet despite certain Korean companies doing really well globally (especially Samsung) most are supposed to be heavily in debt. This is purported to be preventing the overall economy from performing as well as other exporting nations. Where did that debt come from? Is it similar to GM and Ford’s? Sorry, off topic here. Anyway BMW might be wrong and find that older Koreans prefer the MINI too.
TJKonarski

I don’t think it will be difficult for Korea (or anyone from any country for that matter) to consider MINI a luxury vehicle… As long as it’s equipped right! The vehicle already offers some of the most innovative, cutting-edge, modern and exclusive to only BMW/MINI safety and design features available on any car in any market. Think about this… If you bought a MINI Cooper S Convertible with the John Cooper Works and got every single available option put on it, including ‘luxury’ items like navigation and satellite radio, the MSRP would exceed $40k U.S. dollars — Even without the JCW it would sticker over $35k. Now, if they would only put power seats in the MINI. (I know, I know… It’s a sports car — A European one, at that. But still, it would be nice!)
Rob Livesey

What? You can’t be arsed to wind the seats for yourself?
TJKonarski

Nope! And I mean Nope with a capital “N”.
CruzinChris

I was stationed in Korea a few years ago and cars other than Korean built are rare. There is not a big car culture there like there is in Japan. The only non-Korean made “vehicle” that was selling when I was there was Harley Davidson motorcycles.
dsbmcs

150 were pre-sold before launch, and they were supposed to get 400 MINIs per year. BMW Group Korea requested more, so they have granted additional 300 units per year.
Eric

Yeah, of course theirs must not be such a huge car culture or else they would never tolerate the huge tariffs and taxes imposed on foreign makes. Can you imagine if the U.S did that and, let’s say, every single import vehicle (made in the U.S. or not) doubled in price? Yikes! I could not be forced into a Big Three…
Laurie

what is the price of a mini cooper convertable in south korea?

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