BMW Korea recorded the highest sales among premium import brands on the nth. Observers said the company hit the mark by responding to consumer demand with a wide range of powertrains—internal combustion, plug-in hybrid (PHEV), and pure electric—as well as diverse models. Expanded service centers and electric-vehicle chargers, which strengthen the customer experience, are also lifting sales.
According to the Korea Automobile Importers & Distributors Association (KAIDA) on the 10th, BMW Korea sold 6,533 vehicles on the nth, ranking No. 1 among premium import brands. As a result, BMW Korea's cumulative sales from January to July this year reached 45,683, up 2.0% from a year earlier.
One of BMW Korea's strategies to boost customer satisfaction and sales is expanding its product portfolio. Under the so-called "Power of Choice" strategy, the company offers a range of powertrains—internal combustion, PHEV, and pure electric—within the same model. It is also meeting demand across model lines by covering everything from small cars to flagship models, including sedans, sports activity vehicles (SAVs), coupes, and convertibles.
The strategy is yielding tangible results. This year, BMW Korea sold a total of 6,565 vehicles in the premium large segment, including the 7 Series, 8 Series, X7, and XM, to rank No. 1. Of these, the 7 Series accounted for more than half, at 3,587. The 5 Series, the brand's representative business sedan, sold 16,018 this year, accounting for 35.1% of the brand's total sales. In the premium small-car market, it sold 4,556.
BMW Korea's electrification strategy also stands out. The company sold a total of 7,986 electrified models this year. That is 17.5% of total sales, the most among premium import brands. In particular, pure electric sales reached 1,031 on the nth, surpassing 1,000 a month for the first time. Their share of total monthly sales also hit about 16%, a record high.
A BMW Korea official said, "As deliveries of 'the new iX3,' the first mass-production model that encapsulates BMW's future vision 'Neue Klasse,' ramped up, it effectively refilled the premium midsize pure electric SUV segment that had long been vacant." The new iX3 sold 247 on the nth, accounting for more than two-thirds of the month's increase in pure electric sales.
In addition, BMW Korea operates 82 service centers, the most among import brands in Korea, to improve the customer experience. It has built a total of 3,030 electric-vehicle charging points nationwide and introduced the country's first public 400 kW ultra-fast charger. BMW Korea plans to expand its EV chargers to 4,000 this year. Alongside brand programs "BMW Excellence Club" and "GEN M Privilege," it also runs the industry's first EV test-drive membership, "BMW BEV Membership."
A BMW Korea official said, "We are continuing to invest so that customers receive the highest satisfaction in every step—from choosing a car to driving, maintaining, and experiencing the brand," adding, "This is the essence of a true premium brand."