Limited-edition imported cars sold online as makers test new sales model
Creatrip Team
a month ago
South Korean automakers are experimenting with online sales for limited-edition imported cars to rethink the traditional dealer-centric model. Stellantis Korea is selling 30 units of the Jeep Wrangler “Goldilocks Edition” on Naver Store, while buyers can still view vehicles at select Seoul-area showrooms. BMW Korea and other brands have offered special editions through their own websites. The move is influenced by new entrants like Tesla and Polestar, which use online direct sales (customers see the car in showrooms but complete purchase online) and have attracted younger, digitally savvy buyers. Industry players say legacy automakers aim to keep dealer benefits while using digital channels to reach new customers.
