[Jason]

BIMMERPOST NEWS

BMW Opens Driving Center and R&D Center in Korea

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BMW Group Opens First Driving Center in Asia

July 14, 2014

Investment of 75.5 million US Dollars in Korean Driving Center

Robertson: Further commitment to Korean market with Driving Center and enhanced R&D activities

Incheon/Korea. Today the BMW Group celebrated the opening of its first Driving Center in Asia, located in Incheon, Korea. The investment totals 75.5 million US Dollars up to 2020 (77 billion Korean won), and around 100 new jobs have already been created.

The BMW Group has driving experience centers in both Germany and the US, however the Driving Center in Korea is the first one worldwide to combine both a driving track and a dedicated brand experience. It will open its doors to the public on 1 August, 2014.

At the opening ceremony, Dr. Ian Robertson, Member of the Board of Management of BMW AG, Sales and Marketing BMW, said: "The Driving Center is the next step in our commitment to Korea and to Asia. Korea is one of our fastest growing markets and now our ninth largest single market worldwide. We see more potential here and wish to grow even further. I am very happy that customers here now have more opportunity to fully experience our BMW and MINI brands."

Concepts such as the Driving Center are part of the BMW Group’s comprehensive "Future Retail" strategy, an approach that marks a significant shift in the way that the company interacts with its customers. This program includes new, innovative and inspiring ways for customers to experience products and brands, such as city center Brand Stores and City Sales Outlets.

The Driving Center accommodates a 2.6 kilometer closed circuit track where drivers can experience a variety of situations, such as high speed driving, emergency and off-road techniques, using BMW and MINI vehicles. The center offers dedicated exhibits around BMW, MINI and BMW Motorrad vehicles, a new Junior Campus with specially tailored science education programs on mobility and road safety for children, as well as a 12,000 m2 eco-friendly sports park. In total, the Driving Center covers 240,000 m2, the equivalent of 33 soccer fields.

The facilities will also serve as a new training center for sales, customer service and product training. Furthermore, a Service Center operated by Bavarian Motors, an authorized BMW and MINI dealer, offers customers a service point for minor problems. In addition, BMW and MINI owners can take advantage of the newly established "Airport Service", where they can leave their cars for maintenance and other care programs during their travels.

For further information please refer to www.bmw-driving-center.co.kr and www.mini-driving-center.co.kr

R&D CENTER

As a further sign of commitment to the market, the BMW Group also announced at the ceremony that it has opened a satellite R&D Center in Korea.

Dr. Ian Robertson stated that, "Being one of the most highly-advanced technological nations in the world, customers in South Korea have very specific needs and expectations. Both the BMW Group and South Korea share a passion for high quality products and to be at the forefront of innovation. Therefore we have established this new R&D Center in Korea to better serve the demands of our customers here."

The R&D Center began operations at the beginning of July. It is expected to have a headcount of around 20 people by the end of 2015.

The benefits of the BMW Group’s extended R&D operations are threefold: the implementation of local customer requirements and market-oriented solutions, to pick up trends in innovation through improved ties with local companies, as well as technology scouting through cooperation with local technology companies, universities and institutes.

It is the fifth satellite R&D Center for the company worldwide, with similar centers already in operation in Japan, China, the US, and Brazil.

[Cl0ud7]

The R&D Center began operations at the beginning of July. It is expected to have a headcount of around 20 people by the end of 2015.




All that $$$$ for a facility for 20 people..............

[pkimM3r]

when i go back i need t go to this!

[Fanta]

I like to try it.

[3M TAPE]

Sounds like a lot of fun!
Is this in North Korea?

j/k

[Tonifyd]

maybe this can teach koreans how to really drive for a chance.

[BuckSM]

Originally Posted by Tonifyd

maybe this can teach koreans how to really drive for a chance.

Was waiting for another ignorant comment like this

Lol

[Presario]

Originally Posted by Tonifyd

maybe this can teach koreans how to really drive for a chance.

We can drive. It's our women that can't. Lol.

[pkimM3r]

Originally Posted by Tonifyd

maybe this can teach koreans how to really drive for a chance.

you're not in socal anymore.

[pkimM3r]

Originally Posted by nalinax

Was waiting for another ignorant comment like this

Lol

Originally Posted by Presario

We can drive. It's our women that can't. Lol.

you guys realize he's korean right?

[e1000]

In related news, Lexus is opening a driving center as well geared toward the female demographic of the country. It will feature padded walls, artificial pedestrians that dodge the cars, and showcase the RX line of SUV's with sensors of all types warning of everything. Completion of the course will be recognized with an embroidered blindfold and matching sunscreen visor.

[pkimM3r]

i actually want to just work there. take customers out in rides at the same time work on my driving skills. lol.

[SouthernBoy]

Originally Posted by Double Bubble

Sounds like a lot of fun!
Is this in North Korea?

j/k

North Korea: A Potential untapped market

[SCOTT26]

It is strategically important to invest in markets that show substantial sales growth.

Whether a centre focusing on the brand experience which allows BMWs to be tested in other ways rather than a road or indeed setting up a research and development centre to be in the back door of cultural and customer demands that reflect BMW products. Such as Specific showrooms for BMW brands like the BMW M showrooms in Singapore , Russia and soon China.

Or a manufacturing base such as Spartanburg , Brazil and now Mexico.

[Tonifyd]

Even tho I'm Korean, and after driving a friend's E92M from Seoul to Bundang, I have very little respect for performance drivers as well as just normal driving skill for the Korean Koreans in Korea.

One thing they have over the US is there's no highway patrol. They have speed cameras but warn you in advance a mile away, and all Korean navigation systems located the cameras also. lol.

[Tonifyd]

Maybe this center will help with the drivers if they build a performance center, but chances are it's just gonna be tailored towards the luxury image of BMW and attract the rich wives in korea.

Koreans have no interest whatsoever in motorsport.

case in point:
they don't sell BMW 335s. All they have are 323d and 328 with M3 badges on it.
Formula 1 in Korea; flopped after two races.
Their local race? KSF? a fukin joke.

[aksi]

Originally Posted by Tonifyd

Maybe this center will help with the drivers if they build a performance center, but chances are it's just gonna be tailored towards the luxury image of BMW and attract the rich wives in korea.

Koreans have no interest whatsoever in motorsport.

case in point:
they don't sell BMW 335s. All they have are 323d and 328 with M3 badges on it.
Formula 1 in Korea; flopped after two races.
Their local race? KSF? a fukin joke.

I do understand where you are coming from.
'Motorsports in Korea' just doesn't even sound right.
The country itself is not even familiar with those scenes, and it has a long way to go, if the people/government choose to have open heart on it.
Otherwise, it will never happen.
Anyways..... lol

*M badges on 335 is nothing. I've seen Honda, nissan, etc decals everywhere on a hyundai before

[wojcikgu]

I like to try it.

[Tonifyd]

Originally Posted by aksi

I do understand where you are coming from.
'Motorsports in Korea' just doesn't even sound right.
The country itself is not even familiar with those scenes, and it has a long way to go, if the people/government choose to have open heart on it.
Otherwise, it will never happen.
Anyways..... lol

*M badges on 335 is nothing. I've seen Honda, nissan, etc decals everywhere on a hyundai before

Korean politics ruined F1 Korea.

A southern part of Korea (Jeolla Province) got greedy and forced their bid to build the circuit in their neighborhood, expecting it to boost the local economy. Infrastructure outside of the track was garbage, there were no hotels except for love hotels (cheapo motels where couples go to bang) and it's about err.. a 4 hour drive from the largest international airport in Korea. Good job politicians. An international shame.

Oh well. At least I saw Hamilton on the podium and Vettel win the championship that race

[E90SLAM]

Originally Posted by Tonifyd

Korean politics ruined F1 Korea.

A southern part of Korea (Jeolla Province) got greedy and forced their bid to build the circuit in their neighborhood, expecting it to boost the local economy. Infrastructure outside of the track was garbage, there were no hotels except for love hotels (cheapo motels where couples go to bang) and it's about err.. a 4 hour drive from the largest international airport in Korea. Good job politicians. An international shame.

Oh well. At least I saw Hamilton on the podium and Vettel win the championship that race

Location killed F1 Korean GP.
I recall sometime like 2010, in heavy rain. Spectators still trying to get into their stands while race had already commenced.

A remote location without public transportation, and just shuttle buses just wont cut it.

[pukicabuki]

Originally Posted by SlowSaloonM3

you guys realize he's korean right?

Doesn't matter. The PC police is always vigilant.

[pkimM3r]

Originally Posted by Tonifyd

Even tho I'm Korean, and after driving a friend's E92M from Seoul to Bundang, I have very little respect for performance drivers as well as just normal driving skill for the Korean Koreans in Korea.

One thing they have over the US is there's no highway patrol. They have speed cameras but warn you in advance a mile away, and all Korean navigation systems located the cameras also. lol.

dude my dad took podium in his arcadia against stock race car scoupes in slalom as a walk in and was in motor magazine when we were all there in high school. he gave the prizes to the 2nd and 3rd place "pros"