BMW updates website after customer criticism

In response to accusations that it was not providing transparent and user-friendly service, BMW Group Korea said on Monday it has updated its website with information on its automobile parts, including their prices.

The change came after imported car brands were criticized for their unsatisfactory after-sales service, despite having high price tags.

The biggest update on BMW Group Korea’s revised website (http://parts-info.bmw.co.kr) is that the company has translated information on its auto parts, including their official names, into Korean.

The company said that most of the titles of its auto parts have now been translated and it has promised to keep updating the site whenever new parts are produced for BMW or are used in its vehicles.

The market share for imported brands in the Korean auto industry has improved in the past few years, marking a record of 15.3 percent this year. But most foreign car companies here have been censured for their inadequate customer service, which has led to consumers paying too much for auto parts because of difficulties locating accurate information on prices.

Lawmakers slammed BMW Group Korea’s CEO Kim Hyo-jun for not providing high-quality service when he participated in a parliamentary inspection with other executives from imported brands earlier this year.

In August, the Ministry of Land, Infrastructure and Transport ruled that foreign automakers should provide information on automobile parts on their websites after receiving a lot of complaints about poor customer service and expensive parts.

Companies updated their information in response, but consumers complained again because most provided the details only in English.

“The website renewal was carried out in order to post the prices of auto parts we offer in a more transparent way for our consumers,” said Jeon Eung-tae, director of BMW Korea’s after-sales service division.

BY KWON SANG-SOO [sakwon80@joongang.co.kr]