BMW "Perfect Synergy Effect at Domestic Golf Tournaments"

Hosting the Only Domestic LPGA Tournament Since 2019
New Car Launch, Regional Development, Top Player Participation Praised
Blockbuster Success, Junior Development, Premium Protocol Services

BMW’s ‘Unique Love for Korea’.

Since 2019, BMW has been hosting the only LPGA Tour event in Korea, the BMW Ladies Championship (total prize money of $2.2 million). This year, the tournament kicked off on the 19th at Seowon Hills Course, Seowon Valley CC in Paju, Gyeonggi Province (Par 72, 6,647 yards). Notably, the battleground has been revamped as a tournament course. Renowned golf course designer David Dale, along with his team, reshaped the fairways and greens, and to increase course difficulty, 86 bunkers were newly added or improved.

BMW Korea prepared premium 7 Series vehicle courtesy services for players participating in the BMW Ladies Championship.
[Photo by BMW Korea]

BMW enjoys explosive popularity in Korea alongside Mercedes-Benz. BMW held the top spot in imported car sales for seven consecutive years from 2009 to 2015, after which Mercedes-Benz took over from 2016 through last year. Although BMW faced difficulties following the 2018 vehicle fire incidents, its upward trend has reemerged this year. As of August, cumulative sales show BMW in first place (50,341 units) and Mercedes-Benz in second (47,405 units).

BMW pays special attention to the Korean market. The explanation is that “there is confidence that satisfying Korean consumers means succeeding globally.” New models launched worldwide are quickly introduced to the Korean market. Looking at this year’s releases alone, new models such as the ‘XM’, ‘M2’, ‘X5’, and ‘X6’ were launched almost simultaneously in both global and Korean markets. At this tournament, BMW unveiled the new 5 Series, which is being released first in Korea worldwide, the M-exclusive high-performance SAV model ‘XM Label Red’, and the pure electric 7 Series model ‘i7 M70 xDrive’.

BMW chose golf tournaments to give back the love it has received in Korea. By changing the venue annually, it fosters mutual growth with each region and enhances sustainability as a premium event. It provides domestic fans the opportunity to watch and enjoy the performances of golfers active on the LPGA Tour in person. The tournament venue also serves as a diverse BMW new car showroom, contributing to the development of Korea’s golf industry and automotive culture. Last year’s event in Wonju, Gangwon Province, attracted a crowd of 81,657 spectators. This year, the tournament moved to the metropolitan area for the first time, expanding accessibility and promising a ‘blockbuster success’.

BMW is also committed to nurturing golf prospects. This year, four amateur players recommended by the Korea Golf Association (KGA) and Gyeonggi Province were granted entry. The recently launched nonprofit junior golf development program in Korea, ‘LPGA USGA Girls Golf’, is also being operated during the tournament. The event minimizes paper use and promotes a premium eco-friendly tournament with environmentally friendly vehicles.

BMW is providing premium protocol services with about 100 units of the 7 Series this year. To enable spectators to actively use their smartphones, a dedicated tournament application has been prepared. A mobile MD store allows for product search, payment, and pickup all in one place. Support is also provided for limited-edition tournament souvenirs, contactless food and beverage ordering, and pickup notification messages.