BMW’s reputation in South Korea goes up in flames
Mysterious fires risk damaging the marque’s prospects for years
DRIVING a plush BMW is an emblem of status among brand-conscious South Koreans. Lately, it has become a source of angst. After 40 of the German carmaker’s diesel models mysteriously burst into flames, car parks have turned them away, forcing desperate motorists to park illegally in the street. “BMW phobia” is trending on social media. Since it owned up to the defect in July, the company has recalled 106,000 vehicles in the country. In August the government banned several models from the roads. On August 30th the police raided BMW’s offices in Seoul, the capital.
This article appeared in the Business section of the print edition under the headline “Repair job”
Business September 1st 2018
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- Why Indian carriers are losing money
- YouTube is fighting for a slice of the premium-video market
- A disaster leaves a European infrastructure giant on edge
- Asset managers get involved in the companies they own
- BMW’s reputation in South Korea goes up in flames
- Disputes over goodwill can seem arcane
From the September 1st 2018 edition
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