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‘Let's Drive BMW,’ 60% of Visitors to BMW Driving Center Own Domestic Cars

  • 기사입력 2014.08.25 22:58
  • 최종수정 2014.08.28 10:16
  • 기자명 Teddi Kim

BMW Yongjongdo Driving Center just opened to the public on August 22, 2014. It is the 3rd one after those in Germany and the U.S., and the first by BMW in Asia.

BMW opened the driving center to all the customers who own its brands or any other brands including domestic ones.

The center was constructed on the investment of 77 billion won by both BMW Korea and BMW headquarter. Those who hope to experience driving BMWs can enjoy various courses at 30,000 to 200,000 won, and around 100 visitors on average per day have accession to the center.

But the incomes are far short of the costs for operation. Total 56 cars are available, including M version, and the sum of the car value amount to 4.5 billion won.

Director Sung-Taek Chang, the head of the driving center, said that “The current fees are far short of the management costs, and so in the beginning the yearly loss will amount to 6 billion won, which will be compensated by the BMW head office.”

In spite of such a high financial burden, BMW will continue its operation in order to keep the brand value for BMW owners and improve the awareness of BMW brands by the public and attract future purchases through personal experience of BMW cars.

So, it is a big question who are the visitors to the BMW driving center.

In order to have an experience at the driving center, people should log in as a member at the BMW homepage, and pre-book for driving.

The number of registered members are near to 5,000, and the pre-booking ratio stood at 97% for driving at the tracks and off-roads for the first days of opening on 22nd and weekend 23rd (Saturday.).

The visitor cars on 23rd numbered 100 units, and most of them are of family units at their 30s and 40s, and many couples or friends together enjoyed driving experiences.

The visitor car brands diversified, including Hyundais, Kias, GM Koreas, Renault-Samsungs, Ssangyongs, VWs, Mercedes-Benzs, Peugeots, Audis, Cadillacs, etc. and around 60% were domestic brands, showing high interest on the center.

The 2nd floor restaurant operated by Sheraton Walkerhill was popular with half of the seats were occupied at lunch time, while Junior Campus Laboratory and Kids Driving School were of the high attraction.

The Kids Driving School is for 4 to 7 year old children, and the program was opened 4 times per day with admission fee of 7,000 won, while the Junior Campus Laboratory and Workshop for the 8~13 aged charged 15,000 won per person, being composed of fabricating environment-friendly cars and reviewing the basic science theories on cars.

As for driving BMW cars, a person should pay 50,000 won for 30 minute off-road experience, and high-speed driving of M taxi costs 30,000 won, and the program Challenge for driving a self-selected car is 60,000 won for 60 minutes, while a long-course driving called Advanced charged 100,000 won, or 120,000 won, or 200,000 won for 3 hours.

Some courses may be expensive, but the selective choice of courses will enable an exciting experience at a rather lower costs.

On top of those programs, airport service is available. The service is only for the buyers of BMWs or Minis, being operated by BMW official dealers, providing a 4 night-5 day parking at 55,000 won for 7 days a week, subject to extra charges of 5,000 won per extra night.

Of course, round-trip shuttle buses are provided from the driving center to the airport, and free checking of cars, maintenance as necessary, car washing, fill-up of coolants and washer fluid are also offered.

The driving center is also providing free tour services. The service is for touring by carts the reception, showroom, life style shop, heritage gallery, mini showroom, junior campus, etc.

But there are some complaints that the programs are too simple for a one-day visit, as it is of the showroom tour only, except for the driving experience.

The BMW driving center is off every Monday, and opens from 9 am till 6 pm every day on Tuesday until Sunday.

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