Import carmakers are rolling out "special editions" that are sold in limited quantities or designed for Korean customers. The goal is to let customers taste an exclusive experience through special editions so they feel a stronger bond with the brand, form a powerful "fandom," and potentially make additional purchases. Customers who view cars not just as a means of transportation but as a way to express individuality are also a prime target.
According to the import car industry on the 5th, Porsche Korea plans to unveil the high-performance sedan "Panamera 4" in a "Red Exclusive" model in March. The model reinterprets the "Guards Red" color, which has symbolized Porsche since the 1970s, in a modern way and is packaged with features that are highly preferred by customers. Notably, it features "Panamera" lettering in Guards Red for the first time, exclusively for Korean customers. Preorders began last month, and sales are limited to 100 units.
Porsche Korea is not the only one introducing limited editions. MINI Korea recently launched the "Paul Smith Edition" of the compact hatchback "The All-Electric MINI Cooper SE." It strengthens the edition's identity with exclusive colors and patterns. All 100 units sold out within a month after preorders opened in Jan., and 300 additional units will be brought in. Starting with the Paul Smith Edition this year, MINI Korea plans to release 11 limited-edition models.
In addition, Ferrari Korea last month unveiled the "12 Cilindri Tailor Made," custom-created with emerging Korean artists. Designed over about two years, only one unit was produced. Volvo Car Korea recently began limited sales of 50 units of the "Black Edition" of the compact SUV "XC40." Stellantis Korea plans this year to bring in an overseas special limited edition of Jeep's midsize SUV "Wrangler" and to produce and launch a Korea-only edition.
Import carmakers are ramping up limited-edition marketing to build a "fandom." An industry official said, "Customers who are fans of a brand are highly likely to consider their next car within the same brand," adding, "Limited editions are one of the most powerful marketing tools to cement fandom." Customers feel a strong bond with the brand by owning a vehicle of which there are only a few hundred worldwide, and that leads to additional purchases.
Jung Su-won, head of MINI Korea, also explained this backdrop, saying, "If we have focused on MINI's individuality until now, this year we plan to focus on the lifestyle of MINI fans with their cars," and "Based on an understanding of MINI fans' lifestyles, we will expand our customer base and strengthen MINI's unique fandom culture."
Another reason limited editions keep coming is that there are many affluent customers in Korea who seek individuality. In the case of the "12 Cilindri Tailor Made" released by Ferrari Korea, it is said to be priced at about twice the original model, yet it was sold out even before the actual car was unveiled. An import car industry official said, "In the past, people might have thought of cars simply as a means of transportation and a way to show the size of their asset, but now many customers see them as a means of expressing their own style."