German auto giant BMW yesterday unveiled the premium compact Mini to Korean consumers, targeting the younger generation eager to take up the latest fad. BMW sold 187,357 units of the Mini in more than 70 countries last year. BMW Group Korea said the car will appeal to those in their 20s and 30s who pursue distinguished lifestyles.
``South Korea is undergoing a change toward a society where common and established norms are often denied by the younger generation,’’ Kim Hyo-joon, president of BMW Group Korea, said during a colorful launching event in Seoul. The firm held the event at a club in the upscale district in Chongdam-dong, which is famous for parties by young people who follow the latest trends.
``Auto firms usually hold launching events in hotels, but this tradition doesn’t match the concept of the Mini,’’ BMW Korea marketing manager Han Sang-yun said.
The Mini comes in seven models. In South Korea, BMW will introduce the Mini Cooper and the Mini Cooper S, which will be priced between 33 million won and 38 million won.
The Mini has a wealth of safety features, including ABS, excellent torsion stiffness, a rigid body, up to six airbags and a sophisticated chassis comprising a multi-link rear axle and side impact protection.
The car has managed to pass strict crash tests in the United States and the European Union with an impressive 4-star rating, the firm said.