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| BMW's Excellence Lounge in Dongdaemun Design Plaza (DDP), Seoul / Courtesy of BMW Korea |
By Baek Byung-yeul
BMW Korea is winning the hearts of its customers and potential drivers by implementing a premium marketing strategy that offers a differentiated customer experience, the Korean unit of the German luxury car brand said Thursday.
Its strategy is aimed at increasing the number of contacts that can communicate with customers and providing more abundant benefits to strengthen its competitiveness among luxury car brands.
One of the examples can be seen at the BMW Excellence Lounge located at Dongdaemun Design Plaza (DDP) in Seoul, at which the carmaker's Korean unit held an exclusive event from May 23 to 31.
BMW Korea has operated the BMW Excellence Lounge every year since 2019. The event is designed to provide BMW's unique cultural experience to members of the BMW Excellence Club, customers waiting for their new BMW cars and potential buyers.
Participating customers were able to take a docent-guided tour to view BMW's premium cars such as the 7 Series, the new 8 Series and the X7 SUV. They were also able to enjoy performances and various kinds of cultural and artistic programs.
Notably, the new M850i xDrive Gran Coupe and the new 7 Series, which are scheduled to be released here in the second half of the year, were unveiled for the first time in Korea.
The Excellence Lounge featured various figures such as singer Lena Park and Kang Yi-yun, the only Korean artist who took part in the global contemporary art project "Connect, BTS."
BMW plans to further strengthen premium benefits for its luxury car customers in the future to provide the carmaker's unique value in life beyond vehicles and solidify its status as a premium car brand.
BMW Korea has been operating the BMW Excellence Club premium membership program for customers who have purchased its X7, 7 Series and 8 Series Coupe models.
Members of the BMW Excellence Club are given a variety of benefits ranging from vehicle services to cultural experiences, including a 24-hour membership desk, pickup and delivery service, driving academy and dedicated service advisers.
