Seoul beats Beijing and Tokyo as luxury carmakers choose Korea for Asia debuts

Lamborghini, Bentley chairs visit Korea within a week

Revuelto SV, Urus SE Performante, Torcal unveiled

World's first Maybach center opened in Seoul last year

Brands pivot to Korea as China imports fall for seventh straight year

Stephan Winkelmann, chairman and CEO of Automobili Lamborghini, introduces the Revuelto SV at the first-ever Lamborghini Day Korea held at Grand Walkerhill Seoul on Oct. 8. [Lamborghini]

Seoul is emerging as the preferred stage for Asia-first debuts by global ultra-luxury and supercar brands. This month alone, the chairmen of Lamborghini and Bentley visited Korea in quick succession, unveiling new models here before China or Japan.

Industry analysts say Korea is rising as a key Asian market as luxury demand in China shifts toward domestic brands, leaving foreign marques to look elsewhere in the region.

Lamborghini, Bentley hold Asia-Pacific premieres in Seoul: 'Korea is our No. 2 market in Asia'

Lamborghini held the first-ever Lamborghini Day Korea at Grand Walkerhill Seoul on Oct. 8, unveiling the Revuelto SV and the Urus SE Performante for the first time in the Asia-Pacific region. The Revuelto SV is a V12 hybrid supercar producing 1,065 horsepower. The Urus SE Performante is a plug-in hybrid SUV delivering 812 horsepower.

Stephan Winkelmann, chairman and CEO of Automobili Lamborghini, attended the event and announced that cumulative deliveries in Korea had surpassed 3,000 units. According to Lamborghini, Korea ranked sixth globally and second in Asia-Pacific by deliveries in the first half of this year. "Sales in the Korean market have grown explosively since 2019, and this year we expect deliveries to exceed 500 units for the first time," Winkelmann said.

Frank-Steffen Walliser, chairman and CEO of Bentley Motors, presents the Torcal for the first time in Asia at Seongbuk Khan Studio in Seongbuk-gu, Seoul, on Thursday. [Bentley]

A week later, on Thursday, Frank-Steffen Walliser, chairman and CEO of Bentley Motors, came to Seoul. Marking the brand's 20th anniversary in Korea, Bentley gave the Torcal — its first fully electric vehicle and an urban luxury SUV — its Asian premiere. The Torcal produces 888 horsepower and offers a range of up to 600 kilometers on a single charge. Its domestic starting price is 330 million won ($245,000), with first customer deliveries scheduled for late 2027.

Bentley does not disclose regional sales rankings, but it counts Korea among its top markets globally and as the No. 1 or No. 2 market in Asia-Pacific outside China. Walliser described Korea as "a market that sets trends and adopts new technology quickly," adding, "When technology and cars are accepted in Korea, I think it sends a signal to the rest of the world."

Mercedes-Benz went even further, opening the world's first Maybach brand center — not just in Asia-Pacific but anywhere — in Apgujeong, Seoul, in July last year. The facility is the only Maybach-dedicated showroom and service space in the world, offering everything from consultations and contracts to delivery, maintenance and membership services under one roof. Korea is understood to rank among the top three Maybach markets globally, behind China and the United States.

The Maybach Brand Center Seoul, located in Gangnam-gu, Seoul. [HS Hyosung The Class]

Luxury brands eye Korea as China sales slump — but domestic numbers tell a mixed story

Industry insiders point to China's struggles as the key reason luxury car brands are turning their attention to Korea. As luxury demand in the world's largest auto market shifts from imported brands to local ones, Korea has drawn growing interest as an alternative.

According to the China Passenger Car Association, China imported about 480,000 vehicles last year, down 32 percent from the previous year — roughly one-third of the peak of about 1.43 million units recorded in 2014. In the first half of this year, retail sales of imported cars in China fell 29 percent to 190,000 units.

Ultra-premium brands took an even harder hit. Citing association data, Chinese business outlet Meiri Jingji Xinwen reported that Bentley and Rolls-Royce sales in China fell 34 percent and 33 percent, respectively, in the first half of this year compared with the same period last year.

A BYD luxury brand "Denza" booth displays the Z Convertible EV at the Beijing International Automotive Exhibition in Beijing, China, in April. [Reuters]

Domestic sales in Korea have also been declining. According to data firm Kaizu Data Research Institute, combined Korean sales of five brands — Maybach, Bentley, Lamborghini, Ferrari and Rolls-Royce — fell 43 percent from 4,459 units in 2023 to 2,529 units last year. All five brands peaked between 2023 and 2024 before sliding last year.

This year's results are expected to vary by brand. Lamborghini and Bentley are showing clear growth — the two brands together had already reached 84 percent of their combined full-year 2025 sales figures in just the first nine months of this year. Rolls-Royce stood at 78 percent, roughly on pace with last year, while Ferrari was limited to 50 percent. Maybach sat at 67 percent, though signs of a recovery have emerged since the new Maybach S-Class launched in August.

"Korea is regarded as a market where you can gauge global competitiveness, because it is home to consumers who are highly attuned to trends and seek out luxury experiences," an industry official said. "As imported car sales in China continue to fall, Korea is drawing enormous attention as the leading Asian market capable of making up for those losses."

eyre@heraldcorp.com