BMW and Mercedes-Benz, which are competing for the top two spots in the imported car industry, are pursuing different strategies to target the South Korean market. To mark the 30th anniversary of its establishment in Korea this year, BMW will conduct marketing tailored to South Korean consumers, while Mercedes-Benz plans to steadily launch its highest-end models.
BMW plans to limit sales of special anniversary vehicles online each month. Last month, it sold the 'All Black Edition' of the X5, X6, and X7, designed entirely in black, and this month, it unveiled models of the 3 Series and 5 Series sedans, as well as the Sports Utility Vehicle (SUV) X5, adding the preferred interior and exterior colors and convenience options chosen by consumers over the past 30 years. The sales volume is 30 units of the 3 Series, 100 units of the 5 Series, and 30 units of the X5. A BMW representative noted that they are considering hosting events suitable for the South Korean market, including showcasing limited edition vehicles in special colors or those unveiled in global markets.
BMW plans to significantly introduce electric vehicles under its MINI brand this year. Since April 15, MINI has been accepting pre-orders for the pure electric vehicle Mini Aceman. Aceman will be the first model launched as a pure electric variant with no internal combustion engine. BMW will introduce the electric Mini Cooper and electric Mini Countryman during the first quarter, along with the coupe-shaped electric SUV iX2.
Mercedes-Benz plans to diversify its trims. A trim refers to variations of options or specifications within the same model. This year, Mercedes-Benz will launch the high-performance model AMG E 53 of the E-Class. The company is currently operating 11 trims of the E-Class, ranging from the entry-level E 200 Avantgarde to the highest trim E 450, and plans to add one more higher trim. The exact launch date is yet to be determined.
The company will also expand its SUV models. Last year, Mercedes-Benz sold over 3,000 units of the GLE and will increase the trims by adding the GLE 350. The GLE was previously sold in two trims, the GLE 300 equipped with a 4-cylinder gasoline engine and the 6-cylinder GLE 450. Additionally, there are plans to launch a total of nine models, including the Mercedes-AMG GT and Mercedes-Maybach SL.
To increase the domestic sales models, imported car companies need to install navigation systems suited to the Korean environment and undergo test drives, which incurs expenses. For this reason, smaller companies do not offer multiple trims. An industry insider noted that both imported and domestic vehicles seem to be expanding options to secure sales volumes, given that the market conditions are challenging.
BMW and Mercedes-Benz compete annually for the number one spot in imported vehicles. Mercedes-Benz held the top spot for over eight years but was overtaken by BMW in 2023 and failed to surpass BMW last year. BMW recorded 73,754 registrations last year, while Mercedes-Benz registered 66,400.