Ultra-luxury car brands are expanding their showrooms in South Korea, capitalizing on a market where high-end vehicle sales remain strong despite an overall downturn in the domestic auto industry.
Beyond showcasing their vehicles, these brands create immersive luxury spaces to attract new clientele and reinforce brand prestige. Competition among premium automakers in South Korea is expected to intensify.
Maybach Sets the Standard with Exclusive Showrooms in Gangnam
According to industry sources, Han Sung Motor, a Mercedes-Benz dealer, launched the world’s first ‘Exclusive Lounge Plus’ dedicated to the Maybach brand in Cheongdam-dong, Seoul, last April. This marks the debut of the ‘Plus’ showroom concept, setting a new global standard for Maybach-exclusive spaces.
Han Sung Motor collaborated with Mercedes-Benz Korea and its German headquarters to design every showroom detail, from custom tables and lighting to walls and flooring. The two-story Lounge Plus features S-Class and GLS models on the first floor, while the second floor is dedicated to Maybach vehicles. Pink and gold walls highlight the brand’s luxury aesthetic. Customers can also personalize their Mercedes-Maybach in the bespoke MANUFAKTUR section.
Meanwhile, construction is underway for the world’s first standalone Maybach showroom in Apgujeong-dong, Seoul. The project, led by The Class Hyosung, another Mercedes-Benz dealer, underscores the brand’s aggressive expansion in the high-demand Gangnam district. With Maybach vehicles priced at over 300 million won (approximately $207,000), this dedicated space is expected to enhance customer engagement.
Lamborghini, Rolls-Royce, and Bentley Strengthen Their Presence
Lamborghini is also ramping up its presence and is set to open a new showroom in Busan later this year. Previously limited to Seoul, the Italian supercar maker expanded to Bundang last year and is now moving into South Korea’s second-largest city.
This expansion trend is reshaping the luxury auto market. Last year, Rolls-Royce opened its fourth global ‘Private Office’ in Seoul’s Lotte World Tower, offering bespoke customization options unavailable in standard showrooms. This move reinforces its commitment to exclusivity.
Bentley has also been expanding its footprint. In 2022, it opened the world’s first Bentley Tower in Dongdaemun-gu, Seoul, a multi-service facility that combines a showroom and service center. In 2023, it launched the five-story Bentley Cube in Cheongdam-dong, a flagship showroom featuring luxury vehicles, a café, and a private cinema, offering customers a fully immersive brand experience.
South Korea’s Rising Status in the Global Luxury Car Market
The expansion of luxury brand showrooms reflects South Korea’s growing influence in the global high-end auto market. According to the Korea Automobile Importers & Distributors Association (KAIDA), in 2024, Maybach sold 1,363 units, Bentley 400, and Rolls-Royce 183 in South Korea. These figures represent declines of 47%, 50.6%, and 33.7%, respectively, highlighting the impact of the overall domestic market slowdown. However, Lamborghini defied the trend, increasing sales by 13% to 487 units.
Despite a dip in sales, South Korea remains a key market for luxury brands. Maybach’s sales in the country ranked third globally last year, trailing only the U.S. and China. For Bentley, South Korea ranked sixth in global sales in 2021, climbing to fifth in 2022 and 2023. Rolls-Royce also reports strong sales figures in Korea. South Korea’s high sales rates relative to its population make it an indispensable market for these global brands.
Beyond sales, these high-end showrooms serve as a key branding tool. By integrating bespoke vehicle customization, cultural experiences, and luxury lounges, automakers aim to elevate customer satisfaction while attracting new buyers.
An industry insider noted, “Luxury brand showrooms are evolving beyond simple car displays into multi-functional spaces where customers can fully experience an exclusive lifestyle.”
