Absence of overseas brands casts shadow on Busan 'International' Mobility Show

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Absence of overseas brands casts shadow on Busan 'International' Mobility Show

Published: 25 Jun. 2024, 16:23 Updated: 25 Jun. 2024, 16:37

SARAH CHEA
chea.sarah@joongang.co.kr

PARK EUN-JEE
park.eunjee@joongang.co.kr

Visitors throng the Busan International Motor Show 2022 on July 17, 2022, at Bexco in Busan. [SONG BONG-GEUN]

The Busan International Mobility Show is geared for an ambitious return with a new name and the unveiling of much-anticipated new EVs, though the absence of popular brands like Mercedes-Benz and Tesla casts a bit of a pall on the expo.

Only seven auto brands are participating in this year’s auto show, with BMW being the only foreign brand to join, casting doubt on how “international” the event is.

Genesis' Neolun concept car. The car will be on display at the Busan International Mobility Show 2024, which kicks off on June 28 in Busan. [YONHAP]

Hyundai Motor and Kia will display 35 vehicles, including concept cars from Genesis, at the show, which runs from June 28 to July 7 at the Bexco exhibition center in Busan.

The lineup includes Casper Electric, Hyundai's smallest EV model, which can run 315 kilometers (196 miles) per single charge.

Contrary to rumors and local reports, Ioniq 9, the three-row SUV from the Hyundai Ioniq brand, won’t appear at the show.

A teaser image of the Casper Electric, which will be unveiled at the Busan International Mobility Show that will kick off on June 28 in Busan [YONHAP]

The Casper Electric can run 315 kilometers (196 miles) per single charge. [NEWS1]

Two Genesis concept cars will also be on display, including the Neolun, a concept car known as the Genesis GV90, first unveiled at the 2024 New York Auto Show in March.

Kia will showcase the EV3, the brand's smallest and most affordable EV yet in its all-electric range, which was introduced last month. It will be the first time the public will see the vehicle.

Kia will also exhibit a camouflaged Tasman at the show, its first midsize pickup. The pickup will debut globally in 2025, with major target markets in Korea, Australia and the Middle East.

One of the most much-anticipated unveilings is Renault Korea’s Aurora 1, the automaker's first entirely new model in four years. The Aurora 1 hybrid is the first vehicle under Renault Korea's initiative to develop three new vehicles — two hybrids and a pure EV.

The new offering is the company’s biggest bet, as Renault has suffered a steep fall in sales in recent years. The automaker sold 22,460 vehicles in Korea last year, down 57 percent on year. Sales figures remain around one-seventh in comparison to their peak in 2010.

The rear of Genesis' Neolun concept car [YONHAP]

The interior of Genesis' Neolun concept car [YONHAP]

BMW and MINI will display 18 models at the show, including BMW's iX2 — which the German automaker calls its first-ever electric “SAC,” or sports activity coupe — and MINI’s new electric Cooper.

The German carmaker will also offer a program for children to make replicas of BMW cars.

The Busan Mobility Show, once a beloved auto show, lost some of its luster in recent years as many popular brands pulled out to save money.

Local carmakers, including KG Mobility, and overseas brands like Mercedes, Volvo, Toyota, Porsche and Lexus are absent, though their sales are growing in the domestic market.

Attendance at the biennial show, which peaked at some 1 million in 2012, dropped to 490,000 in 2022.

Earlier in the year, the council of the century-old Geneva International Motor Show announced plans to discontinue the show indefinitely, blaming poor market conditions that have persisted since the Covid-19 pandemic.

BY SARAH CHEA [chea.sarah@joongang.co.kr]