From the Korea Times:
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.
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