BMW creates new culture by opening its driving center in Korea

Based on article from Korea Herald Dec. 6, 2012

Last August, BMW Korea announced that it had chosen Yeongjong Island off Incheon as the location to build a large-scale driving center to offer drivers the ultimate driving experience in an adventurous yet safe setting.

It will be the Munich-based BMW Group’s fourth driving center, following two in Germany and one in the United States.

According to the firm, the center will be constructed on a site of 250,000 square meters on the island, where Incheon International Airport is located, by 2014, and will cost about 70 billion won, although more detailed plans have not yet been made public.

The project drew much attention due to its mega scale and interesting theme, and it also showed how importantly BMW views the Korean market.

In fact, experts attribute the current success of BMW Korea to its commitment to the market and long-term investment here for the future.

The driving center is expected to become another milestone for BMW here because it will create a new culture for drivers.

BMW officials said it will be like an amusement park which will attract 100,000 visitors annually.

“No BMW ownership is required, and it will be open to anyone who wants to experience fun driving. Whether a visitor is a skilled driver or has just got his or her license, different driving programs will help make them a safer, stronger and more confident driver,” a BMW official said.

On the race track, a core facility at the driving center, motorists can develop and exercise a specific set of skills through taking various courses and programs such as normal training and trying more aggressive road courses.

The driving center will also have other experience facilities such as museums and exhibition spaces to allow visitors, especially young ones, to learn more about automobiles such as the mechanics and history of cars.