Hansung Motor teams up with Louis Vuitton to elevate luxury customer experience

Hansung Motor, the official Mercedes-Benz dealer in South Korea, announced Sunday that it is expanding its customer membership program into lifestyle areas including culture, art and fine dining through a collaboration with Louis Vuitton.

The company will run a series of differentiated luxury experience programs for members of its Club Hansung membership. The partnership with the global luxury brand is part of Hansung Motor's broader strategy to extend customer touchpoints beyond vehicle sales and after-sales service into areas such as culture, art, sports and gastronomy.

Louis Vuitton, known for its craftsmanship, brand heritage and cultural and artistic content, will help Hansung Motor offer Club Hansung members exclusive private programs and lifestyle experiences not easily accessible to the general public.

Flagship offerings include "Savoir Rêver," an immersive program exploring Louis Vuitton's brand philosophy and artisanal heritage, as well as an invitation-only terrace party at JP at Louis Vuitton, the restaurant inside LV The Place Seoul — a cultural complex in Cheongdam-dong, Seoul.

Hansung Motor plans to expand collaborations with global luxury brands to diversify its customer experience. The company intends to broaden its premium membership benefits across fashion, culture, art and fine dining, while running tailored programs such as new collection previews and styling classes.

"The collaboration with Louis Vuitton shows that Club Hansung is evolving beyond an automotive brand membership into a premium lifestyle community," said Kim Marco, chief executive of Hansung Motor. "We will continue to expand partnerships with a variety of global luxury brands so that our customers can enjoy differentiated experiences not just around their vehicles, but across their everyday lives."

Meanwhile, Hansung Motor has been broadening its customer reach through various initiatives, including the recent appointment of broadcaster Jin Dal-rae as a brand ambassador.