Foreign carmakers adopt local navigation
BMW, Mercedes, Porsche shift to Tmap service
Foreign carmakers are on course to install Korea’s domestically developed navigation app for their new models, in response to local drivers’ continuous demands amid the nation’s growing strategic importance to major luxury carmakers abroad, industry officials said Tuesday.
The drive is picking up steam after two leading German carmakers — Mercedes-Benz and BMW — decided to equip their upcoming vehicles with Tmap, which has a market share of around 65 percent in the local navigation app industry.
Korean drivers have for years urged overseas carmakers to install Tmap in their new vehicles. This reflects the nation’s growing demand for luxury vehicles, according to officials from major overseas carmakers. They said this has been proven by soaring sales of vehicles such as the 5 Series and E-Class.
“Korea is no longer a minor market for overseas automakers, particularly luxury ones, as the purchasing power of local customers is growing rapidly,” an official from an overseas carmaker said. “Even if foreign automakers have long downplayed customers’ demand for the installation of Tmap, they will not be able to do so anymore, as Korean customers exude huge influence even on globally renowned automakers.”
BMW Korea said it plans to introduce the Tmap navigation service for its X1 SUV and 2 Series Active Tourer models. In the second quarter, it will also equip its X2 SUV and new MINI models with the local navigation software.
Tmap has also recently become available for Mercedes-Benz Korea’s newly launched E-Class sedans.
“The latest decision is part of our localization strategy for the Korean market,” a spokesperson from the local subsidiary of the German carmaker said. “We accept customers’ demands from only a few strategic markets, and Korea is one of them, as customers here displayed their strong support for our models.”
The E-Class is undoubtedly the best-selling import vehicle in Korea, with sales for the 10th-generation model topping 200,000 for eight years combined since 2016. This marks the first time that sales for any single foreign car model surpassed the figure.
But industry officials said they do not support any Tmap software updates for previous models, and the navigation service will be available only for future models.
Volvo Cars Korea is one of the frontrunners in the drive after introducing the Tmap-powered infotainment system, a 30 billion won ($22.53 million) investment, for the first time in 2021 among overseas carmakers here.
Porsche Korea is known to be introducing Tmap in its upcoming vehicles, although the company declined to confirm details.
According to data from Tmap, the number of its monthly active users topped 13 million as of the end of last year.