KG Mobility (hereinafter KGM) and test drive specialist company Ride (CEO Mincheol Lee) are opening a new horizon in the automotive market through the operation of the ‘KGM Experience Center (KEC).’
With the KGM Experience Center, which opened in Ilsan, Goyang City last June, establishing itself as an innovative space focused on customer experience beyond simple car sales, both companies announced on the 9th that they will strengthen cooperation to lead mobility experiences.
KEC, born in response to rapidly changing consumer behaviors after COVID-19, reflects the recent trend of valuing pre-purchase experiences. It is characterized by allowing customers to freely explore and test drive vehicles without purchase pressure. Additionally, professionally trained vehicle experts provide detailed information to help customers make rational purchasing decisions.
Ride, which operates KEC, is designing differentiated customer experiences based on the know-how gained through its test drive specialized app ‘RideNow,’ launched in 2021. The combination of Ride’s expertise in test drive operations and KGM’s innovative customer-centric strategy is being evaluated as presenting a new paradigm in the offline automotive market.
In fact, since the opening of KEC, the number of customers visiting the automotive street in Pungdong, Goyang City, has noticeably increased. A Ride official stated, “With more than ten times the number of customers compared to other dealerships near the center, we plan to expand to six centers nationwide in the future.”
A KGM official said, “We aim to move away from simple product promotion and traditional sales methods to build long-term relationships with customers,” adding, “We plan to enhance brand loyalty and trust through regular cultural events and specialized test drive services.”
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