Korea emerges as global test bed for chauffeur-driven luxury mobility

Korea is emerging as a key test bed for the global chauffeur-driven luxury vehicle market, as Mercedes-Benz, BMW and Genesis prepare to go head-to-head with flagship models targeting corporate executives and business owners. The competition is set to intensify in the second half of this year with the launch of the Genesis GV90, the latest Mercedes-Benz S-Class and BMW's 7 Series. The luxury lineup reflects a major shift in Korea's automotive market where demand for high-end vehicles is expanding beyond mainstream and entry-level segments to some of the world's most expensive cars. Genesis unveiled the GV90, its first ultra-large flagship electrified SUV, in San Francisco on Wednesday, with a Korean launch scheduled possibly around the fourth quarter. The luxury automaker under Hyundai Motor Group is positioning the model's four-seat Neolun Executive Suite as a direct challenger in the chauffeur-driven market, traditionally dominated by large luxury sedans. The top-end GV90 features a wood floor, radiant heating system, refrigerator and table, while the front seats can electrically swivel