This photo provided by Hyundai Motor Co. shows Casper Studio in Yongin, Gyeonggi Province.
SEOUL, Oct. 4 (Korea Bizwire) — South Korean carmakers are embracing a new marketing trend in which dedicated display space is set up for each model, a break from the past tradition of displaying various car models in a single showroom.
Hyundai Motor Co. launched a new mini SUV Casper in the domestic market last week. At the same time, the auto giant opened a dedicated Casper Studio in Yongin, Gyeonggi Province and started running dedicated exhibition and test drive programs.
At the dedicated showroom, visitors can take a look at the Casper in all colors and get the chance to drive various trims of the SUV model for themselves.
When it comes to Genesis, the luxury brand of Hyundai Motor, its first electric car GV60 will be displayed in a special exhibition that will continue at Café Camptong in Gangnam, Seoul until Oct. 14.
Kia Corp. also set up and is operating EV6 Unplugged Ground Seongsu in Seoul, a dedicated experience and exhibition space for its all-electric EV6 sedan. Official sales of the model were launched in August.
“Due to COVID-19, it has become difficult for carmakers to host large-scale events to commemorate the launch of new models. As such, they are increasingly opting to set up dedicated showrooms for new models that can be visited by customers anytime they want,” said Kim Pil-soo, a professor of auto studies at Daelim College.
“Another factor behind this trend is a shift in potential customer base to the MZ generation. To cope with this shift, carmakers need to come up with a new PR strategy to catch the eyes of young consumers.”
J. S. Shin (js_shin@koreabizwire.com)
