BMW Group inaugurates its first Driving Center in Asia

BMW Group opens its first Driving Center in in Incheon, Korea; first in Asia. The group already has driving experience centers in Germany and the United States, however this latest one is the first centre to combine a driving track and a dedicated brand experience. With an investment totals 75.5 million US Dollars up to 2020, the center has already created around 100 new jobs. The driving centre will open its doors to the public next month. Spread over 240,000 m2, the Driving Center is equivalent of 33 soccer fields. It accommodates a 2.6 kilometer closed circuit track where high speed driving, emergency and off-road techniques can be experienced using BMW and MINI vehicles.

At the opening ceremony, Dr. Ian Robertson, Member of the Board of Management of BMW AG, Sales and Marketing BMW, said: "The Driving Center is the next step in our commitment to Korea and to Asia. Korea is one of our fastest growing markets and now our ninth largest single market worldwide. We see more potential here and wish to grow even further. I am very happy that customers here now have more opportunity to fully experience our BMW and MINI brands. “Being one of the most highly-advanced technological nations in the world, customers in South Korea have very specific needs and expectations. Both the BMW Group and South Korea share a passion for high quality products and to be at the forefront of innovation. Therefore we have established this new R&D Center in Korea to better serve the demands of our customers here.”

As per company, Driving Center and such concepts are a part of auto major's 'Future Retail' strategy, which aims at a major change in the interaction of company with its customers. This program includes new and innovative ways for customers to experience products and brands, such as city center Brand Stores and City Sales Outlets.