BMW up to the challenge: CEO

BMW, undeniably one of the hottest-selling imported cars in the Korean market today, was on fire this week at the Seoul Motor Show where it unveiled a record number of cars and motorbikes ― 26, to be exact.

Among the plethora of models, the BMW New 3 Series Gran Turismo, the New M6 Gran Coupe and the New Z4 were showcased for the first time in Asia.

As some of the most heart-stopping models at the show, the cars were an indication of the challenges BMW is eager to meet, according to BMW Korea’s chief executive Kim Hyo-joon.

Kim, known as one of the most driven CEOs here, is now predicting sales of BMW, Mini and Motorrad to each rise by 10 percent this year to sell a total of 40,000 units.

The top executive also appeared unfazed by rival compact cars that some see as a threat to the Mini or the BMW 1 Series. 

“We’re pleased with the idea that Mini is the rival to these other compact vehicles because we welcome challenge and competition, not just for us, but for the market as well,” Kim said.

He failed to see Mercedes-Benz’s new premium compact A Class as competition, stressing that “we have what the others don’t have, and that’s balance. We don’t represent one end of a spectrum ― we do both.”

According to Kim, the Korean market is considered to be of utmost importance back at BMW’s headquarters, due to Korea’s dynamic nature that appeals to the German carmaker.

“The headquarters are ecstatic about the success here, and they are proud of the progress that BMW Korea has been making,” Kim said.

This week, the carmaker unveiled a dozen cars in the Mini lineup including the Paceman ALL4, a sport activity coupe that is the seventh in the Mini family and the first to be revealed to the Korean audience.

BMW showcased two of Mini’s high-performance John Cooper Works models this week, also for the first time in Korea.

By Kim Ji-hyun  (jemmie@heraldcorp.com)