Mercedes-Benz GLA·BMW 5 Series... What Are the 2020 Imported Car New Model Strategies?

The New GLC Coupe (Photo by Mercedes-Benz)

[Asia Economy Reporter Kim Ji-hee] As forecasts predict a record number of new car launches in the domestic automobile market this year, the imported car industry is also signaling a rush of new models. Centered on sports utility vehicles (SUVs), which have firmly established themselves as the mainstream, brands are supplementing their lineups that have been criticized as insufficient until now.

According to the industry on the 27th, Mercedes-Benz launched the compact SUV 'The New GLC 300 4MATIC' and 'The New GLC 300 4MATIC Coupe' as its first new cars this year. Mercedes-Benz has set "strengthening the SUV lineup" as one of its core strategies for this year. Accordingly, various models such as GLA, GLB, and GLS, in addition to the GLC, will be introduced to the domestic market. Mercedes-Benz also formalized this policy at a New Year press conference held in mid-January, stating, "One of the core marketing strategies for 2020 is the SUV lineup."

In line with its reputation as a "sedan powerhouse," sedan models will also be launched. Starting with the new Mercedes-Benz A-Class sedan, facelifted models such as the coupe and cabriolet versions of the E-Class will be released.

Audi and Volkswagen, which were virtually inactive last year due to certification delays and supply shortages, will join the new car competition this year. Both brands are focusing on SUVs. Audi will secure customers with three new models: Q2, Q5, and e-tron. The Q5 is Audi's representative volume model, and the Q2 is attracting attention as the hottest segment in the domestic market, the compact SUV.

Volkswagen will open the SUV offensive this year starting with the Touareg next month. They are also preparing to launch the compact SUV 'T-Roc' and the large SUV 'Teramont,' both new to the domestic market. The new model of the 'Tiguan Allspace,' which sold out immediately upon its release in 2018, is also scheduled to be introduced within the year.

3rd Generation New 1 Series (Photo by BMW Korea)

BMW, which built its new car lineup around SUVs last year, chose the hatchback model 'New 1 Series' as its first new car this year. Next month, it plans to consecutively unveil the New M8 GC and New 2 Series, and the launch of the ‘New MINI JCW Clubman’ is also planned within the first half of the year. At the Busan International Motor Show in May, BMW will showcase the 'New 5 Series' for the first time worldwide. This is the first time BMW is unveiling a new car in Korea.

With the imported car industry entering the new car competition from the beginning of the year, attention is focused on whether imported car sales, which shrank for the first time in three years last year, can rebound. The domestic imported car market, which recorded a record high sales volume of 267,050 units in 2018, failed to surpass 250,000 units last year due to a decline in preference for diesel cars and the impact of the boycott of Japanese cars.

An industry official said, "With imported car sales rising again since the end of last year and many new cars waiting in the first half of this year, it is possible to expect the achievement of the highest annual sales volume ever this year."