Subaru to Enter South Korean Market in April
Subaru Korea Co. will handle sales, distribution and after-sales for the brand. The first dealerships will be opened in Seoul and Pusan and others will follow as the company is planing to develop its own dealer network.
Subaru says that it wants to take advantage of South Korea’s growing car market, especially considering the fact that the mid-sized sedans and compact SUVs are among the fastest growing segments. These two perfectly describe the manufacturer’s range of vehicles. The company also relies on the fact that it’s famous Symmetrical All- Wheel Drive system will satisfy Korean customer’s needs, as the country’s landscape features many mountainous zones.
Subaru Korea will bring 3 warriors to the fight : the medium sized Legacy sedan, the Outback Crossover and the Forester compact SUV. The company has set an initial sales target of 600 unit for the first year. Future plans include the expansion of this target to 3,000 units by 2015.
Subaru will have to fight hard, as the Japanese Hyundai-Kia alliance has already consolidated its position on the market. But isn't competition the thing that drives manufacturers to improve their cars?
The sober press release didn’t mention anything about the introduction of the nimble Impreza WRX STI to South Korea. Wouldn’t that be the best ambassador for the company’s core values - its boxer engines and its 4 wheel drive system?