[Asia Economy Reporter Suyeon Woo] As demand for rare products increases, the domestic automobile industry is actively utilizing 'limited edition marketing.' With more consumers seeking to express unique personalities through their cars, limited-quantity 'special editions' are gaining popularity.
According to the automotive industry on the 27th, Genesis launched the 2021 G90 with enhanced features on the 26th, simultaneously unveiling a special edition 'Stardust' limited to 50 units. The Stardust shares the same structure as the existing G90 model, including the powertrain and chassis, but showcases the appeal of a limited edition model through differentiated design.
The G90 Stardust features a dark gray base with sparkling particles shining in carbon metal and bic black two-tone. This design evokes the Milky Way filling the night sky, and part of the production was hand-finished in a separate painting line, limiting the quantity to 50 units.
The interior design includes exclusive two-tone Nappa leather and embroidered dedicated seats, along with black headlining and metallic pore black ash real wood, reaching the pinnacle of elegance. The 2021 Stardust is based on the G90 5.0 Prestige trim.
In the imported car market, BMW continues its sell-out streak by conducting online sales and limited edition sales simultaneously. BMW Korea has been showcasing limited edition models through the 'BMW Shop Online,' which started operating in December last year.
The BMW 118d M Sport First Edition and BMW X6 xDrive 30d M Sport Package First Edition, launched simultaneously with the online shop opening, were both sold out. Subsequently released M5 Competition 35th Anniversary Edition and M 340i First Edition also sold all prepared quantities of 35 and 40 units, respectively.
This month, the M340i BMW Korea 25th Anniversary Peridot Green Edition was released as a 25-unit limited edition. The M340i Peridot Green Edition applies a special 'Peridot Green' color and features a black high-gloss front apron on the lower front bumper, creating an aggressive atmosphere.
The powertrain is equipped with a 3.0-liter inline 6-cylinder gasoline M TwinPower Turbo engine producing a maximum output of 387 horsepower and maximum torque of 51.0 kg·m, paired with an 8-speed Steptronic Sport automatic transmission. It accelerates from 0 to 100 km/h in just 4.6 seconds.
Another imported car brand, Toyota Korea, is aiming to turn the mood in the domestic market with the success of the limited edition sports car GR Supra. The GR Supra, introduced in early January with a 30-unit limit in the domestic market, sold out immediately upon release, highlighting the characteristics of a motorsports-specialized model and attracting the attention of sports car enthusiasts. Following the complete sell-out of 30 units in January, Toyota Korea began accepting pre-orders this month for the 2021 Toyota GR Supra limited to 20 units.
The Toyota GR Supra is a genuine sports car developed with the concept of delivering the ultimate driving pleasure. It is equipped with a 3.0ℓ inline 6-cylinder engine producing a maximum output of 340 horsepower and maximum torque of 51 kg·m, completing a powertrain suitable for sports driving. It optimally combines three elements: wheelbase, tread, and center of gravity height. Toyota Korea, which is accepting pre-orders, plans to deliver the limited edition GR Supra starting early next year.
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