Deutsche Motors relocates BMW Hannam showroom to Itaewon-ro to expand customer reach

Deutsche Motors, an official BMW dealer, announced Thursday that it has relocated and reopened the BMW Hannam showroom on Itaewon-ro in Seoul's Yongsan-gu.

The new store sits in a prime commercial district spanning Hannam-dong and Itaewon, where Deutsche Motors plans to deepen its customer reach. The showroom adopts an open-format concept designed to deliver a younger, more stylish premium brand experience that sets it apart from the previous location.

"The Itaewon-ro area is one of Seoul's leading lifestyle hubs, home to a dense concentration of fashion, culture and food-and-beverage brands, and sees strong foot traffic from younger and trend-conscious consumers," a Deutsche Motors official said. "Drawing on those neighborhood characteristics, we will operate the BMW Hannam showroom as a space where visitors can naturally experience the brand's values and premium sensibility."

The BMW Hannam showroom spans a total floor area of 419.37 square meters across one above-ground floor and two below-ground floors, with four vehicles on display. BMW Group's latest retail concept, "Retail.NEXT," has been applied throughout, creating a spacious and comfortable environment for browsing vehicles. Its proximity to Hangangjin Station and Itaewon Station also makes it highly accessible by public transit.

The first below-ground floor features a dedicated "Handover Zone" for customers taking delivery of new vehicles, designed to make the handover process a premium experience in its own right. The open showroom layout lets customers browse BMW vehicles at their own pace and consult with staff in a relaxed setting.

Beyond vehicle displays, the showroom also houses a dedicated space for BMW lifestyle and collection products, positioning it as more than a car sales floor — a place where visitors can engage with the brand's aesthetic and lifestyle offerings.

"Itaewon, where the BMW Hannam showroom now stands, is a commercial district where diverse cultures, tastes, dining and lifestyle trends coexist," said Kwon Hyeok-min, CEO of Deutsche Motors. "We plan to blend BMW's premium image with a younger, more refined sensibility to operate the space as a differentiated premium customer experience destination unlike any of our existing showrooms."

Meanwhile, Deutsche Motors has been broadening its customer engagement across multiple fronts. Last month, the company hosted "Deutsche Motors Brand Day" events at home matches for Suwon Samsung Bluewings and Daegu FC, then held the BMW GOLF CUP 2026 dealer tournament, which drew more than 200 participants including amateur players and loyal customers.