Buick, the starting point of General Motors (GM) and its premium brand, is in the final stages of preparation ahead of its official entry into the Korean market this year. The plan is to target Korea's premium imported car market with a new language and a lively brand sensibility built on more than 120 years of history.

According to the imported car industry on the 21st, Buick is preparing to launch a new model in the Korean market in the second half of this year. This is Buick's first entry into Korea. As the brand that became GM's starting point and set new standards for the auto industry by unveiling the world's first concept car, Buick plans to put serious effort into the domestic market as well.

Buick Wildcat EV concept car. /Courtesy of Buick

A Buick official said, "We plan to connect with Korean consumers based on our long history, future-oriented design, and youthful brand image," adding, "We will continue the growth momentum seen in the United States in Korea as well."

Buick was founded in 1899. Even before the auto industry fully took off, it focused on engine technology development and built technological competitiveness, laying the foundation of the brand by introducing the Valve-in-Head engine, which was considered innovative at the time.

In 1908, William C. Durant founded GM around Buick. Accordingly, Buick is regarded as a symbolic brand that led to the birth of today's global auto company GM, beyond being just one of the brands in GM's portfolio.

In particular, the Y-Job, unveiled in 1938, is considered the world's first concept car, embodying future automotive design and technology in advance. The concept car incorporated design elements that were radical at the time, such as flush door handles, and received positive reviews.

The world's first concept car, Y-Job. /Courtesy of Buick

Buick is recently reshaping its brand identity based on its history. It is strengthening design by putting forward sophistication, a youthful touch, and dynamism as core values. It is also expanding touchpoints so consumers can participate, rather than stopping at showing products. As the age of car-buying customers has trended younger, the brand strategy has changed.

Thanks to this, Buick sold 198,155 vehicles in the U.S. market last year, up 8% from a year earlier. A Buick representative said, "It means we are growing through new designs and brand strategy," adding, "We will enter the Korean market with a brand strategy grounded in our history."

※ This article has been translated by AI. Share your feedback here.