Visiting BMW Driving Center
A Complex Cultural Space for Exhibition, Purchase, and Maintenance
1.5 Million Visitors in 10 Years, 25% Families
When BMW introduced its Driving Center on Yeongjongdo Island in Incheon 10 years ago, car culture was not yet a popular hobby. Circuits and dedicated tracks were widely perceived as facilities meant only for professional drivers or a select few. Even when BMW built such a facility in Korea?the first in Asia after Germany, where BMW headquarters is located, and the United States, which has strong purchasing power?many found it unfamiliar. It is recognized as the only complex cultural space related to BMW cars worldwide, encompassing exhibition, purchase, and maintenance.
Since then, over 1.5 million people have visited the center in the past decade. Families account for a quarter of the visitors. This is thanks to a variety of driving programs for adults as well as engaging programs designed for children. The city of Incheon recommends the BMW Driving Center as one of its top 10 representative themed travel destinations. It is regarded as a pioneer in spreading a new car culture domestically. After BMW introduced this facility, both domestic companies and foreign brands have established driving facilities for the public or launched various experiential programs.
The BMW Driving Center offers a variety of hands-on programs where visitors can navigate tracks and off-road courses while learning safe driving postures and techniques. More than 240,000 people have participated in these programs over the past 10 years. The BMW Korea Future Foundation, which engages in social contribution, operates a program called Junior Campus for children. This science creativity education program teaches the scientific principles applied in car design and engineering and allows children to build eco-friendly car models themselves. Children aged 8 to 13 can participate. Since its opening, over 100,000 children have attended the program as of last year. For children from vulnerable groups, the foundation provides free round-trip transportation and lunch as part of its educational donation activities. So far, more than 8,400 children from 422 organizations have participated.
The BMW Driving Center is a facility that required a total investment of 90 billion KRW, including an initial investment of 77 billion KRW and an additional 13 billion KRW for expansion. Since opening in 2014, it underwent one expansion in 2019 and now covers a total area of 291,802 square meters. The core facility is the driving track, which consists of eight courses including multipurpose and single-lane circuits, acceleration, braking, and off-road courses. On the off-road course, visitors can experience BMW and Mini’s all-wheel-drive systems such as xDrive and ALL4. The entire track meets all safety standards and recommendations set by the F?d?ration Internationale de l'Automobile (FIA).
Professional instructors are stationed on-site to help participants learn safe driving techniques. BMW Group operates such driving programs in a total of 31 countries. Korea is one of nine countries where BMW’s high-performance brand, BMW M, has certified the facility. BMW Korea operates the center despite recording an annual deficit exceeding 10 billion KRW. The company stated that it considers spreading a proper car culture important and plans to continue operating the center steadily.
There are also exhibition and viewing facilities where visitors can experience the brand culture. The Driving Gallery, which underwent a large-scale renewal, is an exhibition space reflecting various themes according to vehicle concepts. Visitors can freely test drive the latest BMW, Mini, and BMW Motorrad models on display. If they have questions about the vehicles, they can ask the on-site professional consultants called Product Geniuses. The Luxury Lounge, introduced in December 2022, allows visitors to comfortably explore the latest high-end models such as the large sedans 7 Series, X7, and XM in a relaxed atmosphere. There is also a lifestyle shop selling various souvenirs and a caf? overlooking the ongoing driving programs.
The center also hosts a handover ceremony that leaves unforgettable memories for new car customers. Service users can experience vehicle unveiling ceremonies and personally attach license plates. It is also possible to drive the purchased vehicle on the track. The event lasts about 1 hour and 30 minutes and is held five times a day from Tuesday to Sunday. The fee is 450,000 KRW.
Next to the center is the BMW Training Academy, which has been expanded 3.5 times compared to the previous Suwon facility and integrated into the Driving Center. On average, about 1,500 trainees visit annually to receive training in sales, customer service, technical specifications, and brand education. Bavarian Motors, an official BMW and Mini dealer, operates a service center with eight workstations capable of handling minor repairs. The BMW Charging Station, established in 2022, is considered the largest electric vehicle charging station in Korea by single-site capacity, capable of charging 80 electric vehicles simultaneously. It is an open facility available not only to BMW Driving Center visitors but to anyone.
Marking its 10th year of operation, BMW Group Korea is refurbishing the internal facilities and programs. This is to reflect changes in customer expectations as automotive technology levels and demand patterns rapidly evolve. Various advanced technologies will also be incorporated throughout the programs. According to the company, after indoor construction and other work by late next month, the center plans to reopen around the end of the year.
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