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Automakers to heat up Starfield Hanam

[THE INVESTOR]  Starfield Hanam, the nation’s largest shopping complex by floor space that is set to open soon, will see a heated competition among global automakers vying to attract customers into their special showrooms.

Korean auto conglomerate Hyundai Motor Group said it will open Genesis Studio, a showroom for the group’s luxury brand Genesis cars, inside the mall on Sept. 9, the day the mall opens. 

Genesis Studio in Hanam Starfield will open on Sept. 9. Hyundai Motor Group
Genesis Studio in Hanam Starfield will open on Sept. 9. Hyundai Motor Group

The studio will display the entire lineup of Genesis brand, including flagship sedan G90, G80 midsize sedan and G80 sports, in conjunction with art exhibitions and other special displays.

At the showroom, customers can test drive the cars, consult brand representatives and make purchases as well.

Hyundai is also opening its third Hyundai Motor Studio in Korea inside the mall on the same day. The special showroom will highlight the brand’s Ioniq electric and hybrid models.

Foreign carmakers are also filling up the space in Starfield Hanam.

BMW will launch Asia’s first BMW MINI City Lounge, where customers can test drive, check out and purchase both BMW and Mini vehicles. It is the world’s fourth special showroom after Lisbon, Rome and Milan.

Tesla, the US electric car maker, will launch its first showroom inside the mall in November, marking its much-anticipated entrance into the Korean market.

At its 211 square meters showroom, the automaker will display Model S and Model X.

Meanwhile, luxury motorcycle brand Harley Davidson will open its flagship store in Starfield, where customers can purchase clothes and accessories associated with the brand.

Touted as the “shopping theme park,” Starfiled Hanam, built by a joint venture between Korea’s retail giant Shinsegae Group and Taubman Asia, is located in Hanam, Gyeonggi Province, southeast of Seoul.

By Ahn Sung-mi (

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Korea Herald daum