Busan Int'l Motor Show Revving Up with New Look

The 6th Busan International Motor Show will kick off on Thursday with a completely different look at the Busan Exhibition and Convention Center. The last edition two years ago was considered a disappointment as only two foreign carmakers -- Subaru and Lotus -- showed up along with five Korean automakers.

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But the situation has improved this year, with 14 foreign automakers setting up booths at BEXCO. The number of cars on show has also increased from 109 in 2010 to 170, mostly production models. The car show is held in alternate years with the Seoul International Motor Show.

◆ Imported Vehicles

Nissan's luxury brand Infiniti will unveil its cross-over model JX for the first time in the southern coastal city of Busan. German automakers BMW and Mercedes-Benz, which lead the imported vehicle market here, are each unveiling the latest models of their coveted 6 Series and M Class, respectively. The new 6 Series, dubbed the Grand Coupe, ranks as BMW's latest sports coupe.

Toyota is trying to transform its image through its rear-wheel-drive sports car AE86 Hachiroku, and GM will showcase its small Cadillac ATS. Volkswagen will hold a gala dinner show on the eve of the motor show's opening as it is known to do at such international showcases, while British luxury carmaker Bentley and Italian sports carmaker Maserati will also open booths at BEXCO.

During the first four months of this year, a total of 3,422 imported cars have been registered in Busan, more than twice as many as in the corresponding period of last year.

"Imported car dealers, who are looking for new markets beyond the Gangnam area of southern Seoul, are eyeing Busan and surrounding South Gyeongsang Province as the next big market", said a spokesperson for Volkswagen Korea.

◆ Local Vehicles

Ssangyong Motor, which has been marketing its Rexton SUV as an exclusive high-end vehicle intended for the more discerning "one percent" of the Korean population, will unveil its follow-up Rexton W. Other domestic carmakers are also gearing up for some stiff competition. Hyundai Motor will reveal its Avante two-door coupe bolstered by a more dynamic design, as well as a rally car.

Kia Motors, which has already grabbed international attention for its unique design flair, will show off the futuristic designs of its new models Track'ster, GT and Naimo.

Busan city and host BEXCO are expecting to make a profit of W2.2 billion (US$1=W1,171) this year from selling booth space, up from W1.5 billion in 2010. The show is expected to attract 1 million visitors over its 10-day run that ends June 3.

Top hotels lining the city's Haeundae Beach area, close to BEXCO, are already fully booked. "A large number of the guests who reserved rooms at the top hotels are foreign tourists who purchased package tickets for the motor show", said a staffer of the show's organizing committee.