BMW, Mercedes-Benz, Audi Take Divergent Paths in Korea’s Import Car Market
Creatrip Team
2 months ago
Germany’s Big Three are pursuing different strategies in South Korea amid slowing global EV demand and intensifying tech competition. BMW is doubling down on electrification with its Neue Klasse platform and the new iX3, upgrading battery and motor tech, and expanding charging infrastructure and a BEV membership (electric vehicle test/ownership program). Mercedes‑Benz is prioritizing software and autonomous driving, partnering with NVIDIA’s Alpamayo platform to integrate advanced self‑driving and infotainment features and planning phased local rollouts as regulations evolve. Audi is taking a conservative route, focusing on revamping its core internal combustion model—the all‑new A6—to retain loyal customers while pacing its EV transition. Observers say these varied approaches will be a key test for future market share in Korea’s import car sector.
