Carmakers adopt innovative marketing
A Jeep SUV drives on a steep slope in a track built to offer drivers off-road experiences in Gangnam, southern Seoul, Thursday, during the event titled, “Jeep Urban Experience.” / Courtesy of Chrysler Korea
Chrysler offers
off-road experience
in downtown Seoul
By Kim Tae-jong
Popular Jeep models such as the Wrangler and the Grand Cherokee made an appearance in Gangnam, southern Seoul during the weekend, offering people off-road experiences.
During the event, titled “Jeep Urban Experience,” people had a chance to test-drive Jeep models in various “extreme” conditions such as steep slopes and other obstacles.
For the event, Chrysler Korea built an off-road track on a 2,600-square-meter area of land. Chrysler Korea is the official importer of three brands ― Chrysler, Jeep and Fiat.
The firm said it aims to promote the strengths of its products which are famous for off-road driving.
“This is for those who want to go wild with a Jeep but can’t afford to due to their busy city life,” an official from Chrysler Korea said. “People dreaming of experiencing off-road driving can have fun from this event.”
Like Chrysler Korea, automakers are holding various interesting marketing events for customers to let them have more first-hand experiences of their vehicles, taking a step forward from conventional advertising of their unique selling points and displaying vehicles in showrooms. Market insiders say that it shows the fierce competition between companies here.
Kim Jin-pyo, left, a presenter of Top Gear Korea, hosts the launch event of the Chevrolet Spark S at Beyond Museum in Cheongdam-dong, southern Seoul, Tuesday. It was organized in the form of a television talk show. / Courtesy of GM Korea
GM Korea launched the Chevrolet Spark S at Beyond Museum in Cheongdam-dong, southern Seoul on May 14.
But different from conventional launch events, the firm organized it in the form of a television talk show.
It invited Kim Jin-pyo, a presenter of Top Gear Korea, to host of the event, and Sam Basile, executive chief engineer of GM Global Mini Vehicle, and other engineers and marketing officials to discuss the strengths of the new model.
The “show” was aired live online at various sites such as
www.ustream.tv/channel/sparkslive
,
and
.
In June, the automaker also plans to offer customers a chance to test-drive a new model for three days by selecting successful candidates from those who apply through its official website at
Ford Korea will hold an art exhibition featuring the all-new Lincoln MKZ, which will be launched here soon.
Titled “Art By MKZ,” the event will be held between May 23 and 25 at Beyond Museum in Cheongdam-dong, southern Seoul.
The firm said the exhibition aims to present the new model’s artistic features and values through about 30 artworks by eight artists in the form of painting, installation art and media art.
“We will hold this event in the unique form of an open gallery to showcase the design philosophy and advanced features of the all-new Lincoln MKZ by combining them with ‘art,’” said Ford Korea President and CEO Jae Jung.
BMW Korea even opened the BMW 7 Series Mobility Lounge to exclusively cater to high-end customers, when it launched the 7 Series last year.
Designed by renowned architect Joon Paik, the lounge featured a lecture series on opera, a mini concert by world-renowned pianist Seo Hye-kyung, and style consulting.
Other automakers also hold a regular group camping vents to promote their recreational vehicles (RVs) and sport utility vehicles (SUVs).
For example, Hyundai Motor will organize such events in Cheonan, South Chungcheong Province, on May 25 and 26 by inviting 200 families.
Ssangyong Motor holds camps for drivers of its Korando series in winter and summer, during which the automaker offers an off-road driving class to help them better use their vehicles in various road conditions.