[Car Talk Forest] From Online Talk Shows to AR Technology... New Car Events Evolving Amid COVID-19

Cancellation of Major Domestic and International Exhibitions
New Car Launches Shifted Online
Feedback Received Through 'Practice' in the First Half
Various Communication Methods Recently Introduced

[Asia Economy Reporter Kim Ji-hee] As the novel coronavirus infection (COVID-19) crisis shows no signs of abating, the concerns of the completed car industry are deepening. They are planning major new car launches in the second half of the year, but the key domestic and international exhibitions where these would be showcased are being canceled one after another.

The curtain-raiser was the Mobile World Congress (MWC) scheduled for February. In the domestic completed car industry, Kia Motors was set to participate in this event for the first time and reveal its purpose-built mobility (PBV) business plan based on autonomous driving and electrification technologies on the global stage, but the MWC itself was canceled due to the COVID-19 crisis. Plans of major global completed car companies such as Mercedes-Benz and BMW were also disrupted.

Soon after, major global motor shows including the Geneva Motor Show, Detroit, and Paris were all unable to be held due to the COVID-19 crisis. Hyundai-Kia Motors, which planned to unveil global key new cars such as the European strategic model i20 and the 4th generation new Sorento through these motor shows, also had to turn back. So far, among large-scale motor shows, only the Beijing Motor Show has confirmed its holding at the end of next month.

The domestic situation is no different. The Busan Motor Show, which was being promoted amid the neglect of most imported car brands, was canceled in April. BMW’s plan to hold the world premiere of the new 5 Series and 6 Series in Korea also had to be postponed. The domestic electric vehicle exhibition 'EV Trend Korea,' scheduled to open on September 4, was finally canceled on the 28th. There are even rumors of postponement for the '2021 Seoul Motor Show' scheduled for April next year.

Since it is unknown when the COVID-19 crisis will end, voices inside and outside the industry are growing that they must adapt to online non-face-to-face (untact) style events. Not only are grand exhibitions impossible, but even holding their own new car launch events has become difficult, so they cannot just stand by. Especially since most companies went through a rehearsal period during the first wave of COVID-19 earlier this year, more advanced forms of online events have recently been emerging one after another.

An official from an imported car industry said, "The advantage is that various attempts impossible to realize on-site are possible, but the big limitation is that we cannot gauge reactions or the atmosphere regarding new cars," adding, "Since two-way communication has not yet been achieved, concentration is low, so we are actively seeking elements that can attract interest." They also said that after the event, feedback on improvements is received through individual contacts.

Perhaps as a result of these concerns, noticeable online events are gradually increasing. It is basic to have celebrities such as actors or YouTubers appear, and various technologies are also incorporated. Kia Motors used an online talk show format for the launch event of the 4th generation Sorento. Experts such as professors in the automotive field explained points that actual customers would be curious about in a clear manner, receiving favorable reviews. Recently, augmented reality (AR) technology was used for the first time in Korea at the new Carnival launch show. Through AR, viewers could vividly examine the vehicle’s interior and exterior and directly experience advanced functions, which was highly effective in enhancing understanding. Compared to the early online events that felt bland and awkward, as if simply broadcasting recorded offline events, this is truly a remarkable advancement.

Although online marketing was reluctantly introduced, the industry’s response is that it is 'worth trying.' There is also anticipation that the marketing scope itself can expand to a wider range of consumer groups beyond the existing method that directly targeted the media. Whether the completed car industry can turn the unprecedented crisis of COVID-19 into an opportunity is drawing attention to the evolving online marketing of the automotive industry.

This content was produced with the assistance of AI translation services.