Car Companies Visiting Customers...The 'War' of Complex Cultural Spaces

Renault Korea, Porsche, and Others Open Pop-up Stores
BMW Driving Center with Track Despite Annual Losses
"Helps Brand Image Formation and Performance"

On the 4th, just before the golden holiday last week, at Shinsegae Central City in Seocho, Seoul. After getting off the subway and coming up to the first floor, the 'Typhoon logo' was visible. All eight pillars were covered with the logo on every side. Looking up at the ceiling, the logo also appeared on a screen about 5 meters long. Next to it, an orange-colored XM3 was visible. A QM6 with its trunk open and a small desk placed inside was stationed there.

Renault Korea Motors held the 'Renault Experience Pop-up Store' from the 4th to the 7th at Shinsegae Central City in Seocho, Seoul.
[Photo by Renault Korea Motors]

A citizen pulling a carry-on approached an employee. "What event is this?" "This is a Renault Korea event space, anyone is welcome to look around and test drive." The traveler, resting his chin on his hand, said, "I'll try the XM3 once," left his luggage, and departed. Next to the QM6, a camping site was set up. A citizen was sitting on a chair, chatting with an employee. A machine resembling a restaurant kiosk was visible. One citizen clicked the screen a few times and printed out a photo of an SM6 covered in fluorescent colors.

Photo by Oh Gyumin

The next day, a couple visited the Porsche popup store located in Seongsu-dong. "Is this the Noted (a famous donut specialty store)?" The employee said, "You can enter by scanning the QR code. It's on the second floor, so you might want to look around the first floor before going up." The couple headed toward the gray Taycan inside. The man, touching it here and there and sitting in the driver's seat, said, "I didn't know a place like this existed," and headed to the second floor.

On the 5th, at the Porsche pop-up store located in Seongsu-dong, Seoul, the 911 model (yellow), collaborated with the donut specialty store Knotted, and the 'Speedster' (red), one of only two in the country, are on display.
[Photo by Oh Gyumin]

Automobile companies have begun creating complex cultural spaces to enhance brand value. Instead of staying in traditional showrooms, the trend is to open popup stores and directly reach customers. Such promotional activities translate into performance, intensifying competition among companies.

Renault Korea operated the 'Renault Experience Popup Store' on the first floor of Central City from the 4th to the 7th. It was a unique event where visitors could see and touch vehicles directly and even take test drives. The company plans to operate popup stores at various locations starting with Central City and eventually create cultural spaces different from traditional showrooms.

Renault Korea's SM6 could be customized in one's own style and printed as a photo. If uploaded to social networking services (SNS), NFT issuance was also possible.
Photo by Oh Gyumin

The Porsche Now Seongsu Store opened last November as the third location following Busan and Jeju. It features eye-catching interiors renovated from an old factory and showcases representative vehicles such as the 911. On the second floor, the famous donut specialty store Noted is located.

Noted Donuts located on the 2nd floor of the Porsche pop-up store.
[Photo by Oh Gyumin]

Besides popup stores, there are places offering vehicle experiences through track driving. The BMW Driving Center is located in Yeongjongdo, Incheon. Built with an investment of 89.5 billion KRW, it is the only facility in Asia that combines a track and customer experience facilities. According to BMW, 170,000 people visited last year to enjoy the 'joy of driving.' Although the center operates at a loss annually, it plans to continue operating to promote the brand and spread a healthy car culture.

At the BMW Driving Center, you can enjoy track driving by applying in advance.
[Photo by Oh Gyumin]

Many customers end up purchasing vehicles after experiencing them in cultural spaces. A Renault Korea official stated, "We held a similar event at the Seoul Mobility Show last March, and about 10% of the 900 test drivers purchased vehicles on-site." The original purpose of creating cultural spaces is to increase touchpoints with customers and build a friendly brand image. "It helps form a positive image if customers can experience vehicles even briefly without having to visit a showroom separately," explained Lee Jung-guk, Managing Director of Renault Korea.