Pop-ups kick off at Seoul's IFC Mall, then head to Busan, Hanam and Daejeon

Electra E7 is Buick's first model in Korea — a PHEV SUV

Four trims priced from 43 million to 54 million won; sales begin in November

Combined range exceeds 1,000 km

Buick's Electra E7, the brand's first model in the Korean market. [GM]
Buick's Electra E7, the brand's first model in the Korean market. [GM]

Buick, General Motors' premium brand that officially entered the Korean market this year, is taking its debut model on the road to meet customers nationwide. Starting in Seoul, the tour will move through Busan, Hanam in Gyeonggi Province and Daejeon.

Buick announced Thursday that it will run a series of Electra E7 pop-up stores across four cities from Friday through the end of this month. The roadshow follows the brand's official Korean launch and unveiling of the Electra E7 on Wednesday.

The first stop runs Friday through Sunday at the South Atrium of IFC Mall in Yeouido, Seoul. The tour then moves to Shinsegae Centum City in Busan from Oct. 9 to 11, Starfield Hanam's South Atrium in Gyeonggi Province from Oct. 15 to 18, and Galleria Landmark Square in Daejeon from Oct. 23 to 25.

Visitors at each venue can inspect the Electra E7 in person. Trained staff will walk customers through the vehicle's design, interior space and key features, and will also handle product inquiries, purchase consultations and pre-order registrations.

Beyond a simple vehicle display, Buick has prepared a range of interactive programs — docent-led tours, a Buick brand quiz and a stamp-collecting "My Buick Card" activity. Roulette events for pre-order customers and SNS promotions are also planned.

The Electra E7 is Buick's first plug-in hybrid electric vehicle (PHEV) SUV for the Korean market. It pairs a 1.5-liter naturally aspirated engine with a 165-kilowatt drive motor, delivering up to 126 kilometers of battery-only range. With the engine and electric motor working together, the vehicle can cover more than 1,000 kilometers on a single charge cycle.

Pricing starts at 43 million won ($31,700) and goes up to 54 million won across four trims, with full sales set to begin in November.

Interior features include a front passenger zero-gravity seat mode, second-row power reclining seats, a Bose audio mode and a queen-bed mode. The cabin is also equipped with a 15.6-inch center display and an 8.8-inch digital cluster.

The vehicle supports DC fast charging that can bring the battery from 30 percent to 80 percent in about 20 minutes, along with vehicle-to-load (V2L) functionality that lets users draw power from the battery for external devices. Through GM's connected service OnStar, drivers can check vehicle status, operate the car remotely and lock or unlock the doors via smartphone.

Founded in 1903, Buick is a GM brand that made its official entry into Korea this year. The company plans to gradually expand its domestic lineup, starting with the E7.

Meanwhile, GM Korea sold 731 vehicles domestically in August, down 39.4 percent from the same month a year earlier. Exports, however, rose 12.4 percent to 22,311 units. The addition of Buick to a domestic lineup previously centered on Chevrolet broadens the options available to Korean buyers.


kwater@heraldcorp.com