One-stop customer journey from new-car purchase to resale

Competitive bidding among dealers to secure best price for sellers

Hana Motor's Bangbae headquarters. [Hana Motor]
Hana Motor's Bangbae headquarters. [Hana Motor]

Hana Motor, the official Mercedes-Benz dealer in South Korea, announced Thursday the launch of an open-bid used-car platform designed to help customers sell their vehicles more easily and transparently.

The platform digitizes the vehicle resale process. When a customer submits a vehicle for sale, Hana Motor inspects its condition and solicits bids from multiple professional used-car dealers, connecting the customer with the most competitive offer — eliminating the need to visit multiple dealerships to compare quotes.

Experienced used-car specialists manage the entire process, from inspection through bidding to the completion of the transaction, the company said. Customers can sell their vehicles without navigating complex procedures themselves, while competitive bidding helps them secure a higher price.

Hana Motor said the platform allows customers to experience the full vehicle lifecycle — from buying a new car and managing it, to selling and repurchasing — within a single, seamless service flow.

The service is separate from Hana Motor's Mercedes-Benz certified pre-owned program, under which the company directly purchases vehicles, conducts quality checks and provides warranties before resale.

The company has been expanding its IT investment, including building an AI-based customer consultation system, as part of a broader push to digitize customer touchpoints. The open-bid used-car platform is part of that customer-experience-driven digital strategy.

"The open-bid used-car platform is a service we created so customers can sell their vehicles more transparently and conveniently," said Marco Kim, chief executive of Hana Motor. "We will continue to strengthen the one-stop customer journey — from new-car purchase and vehicle management to used-car sales and repurchase — by combining digital technology with our accumulated operational expertise."

Founded in 1985, Hana Motor operates 19 showrooms, 18 service centers, one service factory and seven certified pre-owned showrooms nationwide.

At the "2025 Dealer Awards" held at the Westin Chosun Seoul in Jung-gu, Seoul, in May, the company ranked among the top performers across key categories evaluated on sales, customer satisfaction, service quality and operational capability.


eyre@heraldcorp.com