1.5 million. This is the number of visitors to the ‘BMW Driving Center’ in Yeongjongdo, Incheon over the past 10 years. Marking its 10th anniversary, the BMW Driving Center is set for a transformation into a new look.
On the 20th, BMW Korea held a ceremony to celebrate the 10th anniversary of the Yeongjongdo Driving Center. BMW Korea completed the driving center in July 2014, investing 77 billion won into a space the size of 33 football fields. The driving center is owned only by the United States, Germany, and Korea globally, and it is the only facility with comprehensive amenities in Korea. BMW Korea plans to invest an additional 13 billion won to construct the Joy Square and continue to invest in facility upgrades.
Over the past 10 years, a total of 1.5 million visitors have come to the driving center. More than 236,000 customers participated in driving experiences. The total distance driven by customers at the driving center over the last decade amounts to 7.37 million kilometers, which is equivalent to circling the Earth 184 times. The driving center is not just for adults; it operates programs that teach children the principles of automobiles and dynamics at the Junior Campus within the facility.
The BMW Driving Center has established itself as a multi-cultural space that everyone, regardless of age or gender, can enjoy—not merely a playground for car enthusiasts.
In light of this, BMW Korea is launching a full renovation plan to focus on enhancing customer experience. Renovation construction will start in August, with a refreshed driving center expected to open in November.
During the announcement, BMW Korea’s Head of Marketing, Ju Yang-ye, highlighted three key aspects: creating a seamless brand experience during visitors’ journeys, introducing customized high-performance electrification program experiences, and educating children about the principles of future automobiles.
Head Ju commented, “We will minimize physical barriers by modifying exhibition spaces, allowing visitors to deeply understand our brand.” He also plans to create a Heritage Zone to display historic BMW models, showcasing the brand’s strength with its over 100 years of history. A Vision Forum space will also be established, where forums will be held during media events while providing a relaxing area for customers on regular days.
A private lounge will also be introduced. In a traditional showroom, there can be the pressure to purchase when viewing cars, but within the driving center, customers can freely explore. Those interested in purchasing can receive consultations in the private lounge. With the introduction of the private lounge, the existing Rolls-Royce Studio will relocate to Lotte Tower in Jamsil.
The driving experience program will also be enhanced. Head Ju stated, “Following BMW’s carbon neutrality plan, we are continuing to release I-series models,” and mentioned plans to increase electric vehicle experience programs, including high-performance electrified M model experiences for prospective electric vehicle buyers.
Lee Sang-jin daedusj@autodiary.kr