GM adds Buick to its Korean lineup to broaden its customer base and revive local sales
General Motors' premium brand Buick made its South Korean debut Wednesday, unveiling the Electra E7 midsize plug-in hybrid SUV as the US automaker seeks to strengthen its presence in the local market.
The Buick Electra E7 was introduced at a media showcase at Dongdaemun Design Plaza in Seoul, marking the 120-year-old American brand’s formal entry into the Korean market. Sales are scheduled to begin in November.
Buick will join Chevrolet, GMC and Cadillac in GM’s South Korean portfolio, expanding the automaker's range of offerings to Korean consumers.
“Korea is a very important market within General Motors, with customers who have high expectations of quality, design, technology and the overall vehicle experience,” GM Korea CEO Hector Villarreal said at a media showcase Wednesday. “With Buick joining Chevrolet, Cadillac and GMC, we now offer customers an even broader range of brands and vehicle choices.”
GM Korea said South Korea would be Buick’s second market outside North America, after China.
The company said Buick would occupy a distinct position within GM's brand portfolio. Cadillac targets customers seeking a luxury experience, while GMC focuses largely on pickups and SUVs aimed at outdoor lifestyles. Buick, by contrast, is being positioned as a premium brand centered on everyday comfort and practicality, explained Lee Eun-jung, head of marketing at GM Korea.
The Electra E7 is a plug-in hybrid, powered by a 1.5-liter naturally aspirated gasoline engine paired with a 165-kilowatt electric motor.
Equipped with a 31.7 kilowatt-hour battery, the SUV can travel as far as 126 kilometers on electric power alone and more than 1,000 kilometers when the gasoline engine and electric motor are used together.
The vehicle also supports DC fast charging, allowing the battery to charge from 30 percent to 80 percent in about 20 minutes.
The Electra E7 also stands out for its relatively affordable pricing for a premium model.
The car will be offered in four trims, with the prices starting at 43 million won ($31,704) and rising to 54 million won depending on the trim. Detailed specifications and final pricing for each trim will be announced closer to the start of sales.
The Electra E7 will be produced in China and imported into South Korea. Its battery will be manufactured by a joint venture affiliated with SAIC-GM, GM’s Chinese partnership.
Buick will use GM Korea’s existing sales and service infrastructure, giving customers access to 95 showrooms and 115 service locations nationwide.
The company also began taking advance reservations through its official website Wednesday and plans to operate temporary pop-up stores in Seoul, Hanam in Gyeonggi Province, Busan and Daejeon as part of its launch campaign.
GM Korea is betting that the four-brand lineup will help revive its domestic sales. The automaker sold 6,768 vehicles in South Korea from January through August this year, down 35.9 percent from the same period a year earlier.
“With the Buick Electra 7, now we are aiming to expand the choices for our customers,” said Villarreal. “Now we are going to have four brands. That means we will be able to appeal to a broader audience and with that we are expecting better results.”
sahn@heraldcorp.com
