Commemorating the center’s 10th anniversary, BMW Korea unveiled its future vision based on the ‘Joy Next’ strategy. (Image courtesy of BMW Korea)
SEOUL, Jun. 20 (Korea Bizwire) – BMW Group Korea announced on June 20 that it will transform the BMW Driving Center located on Yeongjong Island in Incheon into a platform to convey the brand and product values.
At an event commemorating the center’s 10th anniversary, BMW Korea unveiled its future vision based on the ‘Joy Next’ strategy, which aims to enhance customer experience-focused content to deliver brand and product value.
Firstly, the vehicle exhibition platform at the Driving Center will be transformed into a brand experience and recognition space. A Heritage Zone showcasing the brand’s history and a Vision Forum presenting future concepts will be established, allowing visitors to experience BMW’s past, present, and future.
BMW Group Korea will celebrate the 10th anniversary of its BMW Driving Center in Yeongjong-do, Jung-gu, Incheon, with an open house event from June 21-23 at the center. (Image courtesy of BMW Korea)
In line with the electrification trend, new electric vehicle (EV) driving programs will be introduced. A dedicated driving program for high-performance models of the BMW i series, the brand’s electric lineup, will be launched to provide visitors with the joy of driving an EV and an opportunity to familiarize themselves with electric cars.
The center’s Junior Campus, an educational space for children’s science and creativity, will feature new experiential facilities related to artificial intelligence (AI), the Internet of Things (IoT), and eco-friendly vehicles. Additionally, a hands-on program for building and coding autonomous driving cars will be added.
Established in July 2014, the BMW Driving Center spans an area of 241,780 square meters, equivalent to 33 soccer fields. It comprises driving tracks, exhibition and experience spaces, and a children’s science and creativity education area, forming an automotive cultural complex.
It was the first facility of its kind in Asia and the third globally, following locations in Germany and the United States. As of May 31, the center had welcomed over 1.5 million visitors, with approximately 240,000 participating in driving programs, accumulating a total driving distance of 7,371,933 kilometers.
Established in July 2014, the BMW Driving Center spans an area of 241,780 square meters, equivalent to 33 soccer fields. (Image courtesy of BMW Korea)
The BMW Charging Station, introduced at the center in 2022, is the largest charging facility in South Korea, capable of simultaneously charging up to 80 electric vehicles.
Joo Yangye, Head of Marketing at BMW Korea, stated, “Over the past decade, the BMW Driving Center has delivered various forms of joy to visitors of all ages and genders while fulfilling social responsibilities.
By aligning with more segmented customer lifestyles and conveying BMW’s brand and product values, it will once again lead the development of automotive culture in South Korea.”
Kevin Lee (kevinlee@koreabizwire.com)
