Automakers Compete Fiercely in High-Performance Car Market... New Model Launches and Experience Spaces 운영

[Asia Economy Reporter Ki-min Lee] Global automakers have recently entered full-scale competition to secure dominance in the high-performance car market by launching new vehicles that maximize driving performance and operating driving centers.

According to industry sources on the 2nd, global automakers such as Hyundai, Mercedes-Benz, and BMW are releasing new models to capture the lead in the high-performance vehicle market. In the past, automakers developed engine performance and driving technologies for high-performance vehicles primarily to compete in motorsport events and applied these to their cars. However, with the increase in imported car sales and the popularization of driving centers, opportunities to experience high-performance vehicles have increased, raising general drivers' preferences as well.

Automakers Launching High-Performance Vehicles with Maximized Driving Performance One After Another

Til Vattenberg, Head of N Brand Management Motorsports Division at Hyundai Motor Company, Thomas Schimiera, Head of Customer Experience Division at Hyundai Motor Company, Albert Biermann, Head of Research and Development Division at Hyundai Motor Group, and Simon Rossby, Executive Director in charge of Hyundai Styling, are taking a commemorative photo in front of the Kona N after the Hyundai N Day event.

Photo by Hyundai Motor Company

First, Hyundai unveiled Kona N, the first SUV model of its high-performance brand N, on the 27th of last month. The Kona N is equipped with a 2.0ℓ turbo GDI engine. When the N Green Shift (NGS), which temporarily increases turbo boost pressure to enhance output, is activated, power can be increased up to 290 horsepower. The top speed is 240 km/h, and the zero-to-100 km/h acceleration time (zero to sixty mph) is 5.5 seconds. High-performance driving features such as N Green Shift (NGS), N Power Shift (NPS), N Track Sense Shift (NTS), active variable exhaust system, and launch control are also applied. Hyundai plans to expand its high-performance lineup to seven models this year, starting with Kona N and including Avante N and Tucson N Line.

Mercedes-Benz, BMW, Audi, and others, who pioneered the high-performance vehicle market early on, are also launching new cars one after another in Korea. Mercedes-AMG is continuously expanding its lineup of high-performance AMG vehicles by releasing models such as the GLB35 4MATIC and GT R. The new Mercedes-AMG GLB 35 4MATIC is equipped with a 2.0ℓ 4-cylinder twin-scroll turbocharged engine. It delivers a maximum output of 306 horsepower and a peak torque of 40.8 kg·m, with a zero-to-100 km/h acceleration time of 5.2 seconds.

BMW Korea is also increasing its lineup by launching high-performance brand 'BMW M' vehicles domestically this year. Starting with the new M440i Coupe, it will add a total of seven new BMW M models, including the new M3, new M4, and new M135i. As a result, the total number of BMW M models available for purchase in Korea is expected to expand to 34. Notably, BMW will also introduce BMW M electric vehicle models.

Audi launched its high-performance model Audi R8 in February. The R8 is equipped with a 5.2ℓ V10 gasoline direct injection (TFSI) engine and a 7-speed S tronic transmission. It delivers a maximum output of 610 horsepower and a peak torque of 57.1 kg·m. The zero-to-100 km/h acceleration time is 3.1 seconds, and the top speed is 331 km/h. Audi plans to release various high-performance new models such as the RS7, RS Q8, and RS 6 Avant in the future. Additionally, Volkswagen launched the Arteon R and the wagon-type Arteon R Shooting Brake last month.

Automakers Operating Experience Spaces in Korea... Expanding Customer Experience

BMW Driving Center in Yeongjongdo, Incheon

Photo by BMW Korea

BMW, which opened a driving center on Yeongjongdo Island in Incheon in 2014, revamped its programs in February and is welcoming customers. Over the past seven years, more than 1.02 million customers have visited, and over 150,000 have participated in driving experience programs. The BMW Driving Center currently covers an area of 291,802 square meters and includes a 2.6 km driving track, off-road courses, test drive facilities, an exhibition space where all vehicles within the BMW Group can be viewed, as well as auxiliary facilities such as restaurants and cafeterias.

Mercedes-Benz also opened the world's first AMG brand-applied track, AMG Speedway, in Yongin, Gyeonggi Province, in 2018, increasing customer experiences. In particular, it operates driving education programs such as the AMG Driving Academy and AMG Playground to enhance customer accessibility.

Hyundai, which opened Inje Speedium in Inje-gun, Gangwon Province, is also constructing Asia's largest driving center in Taean, Chungnam Province, aiming for completion in 2022. Albert Biermann, Hyundai's president, explained at the Kona N unveiling event recently, "We plan to allow customers to experience not only N but also many vehicles including electric cars and internal combustion engine vehicles."

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