German premium aftermarket auto parts brand Meyle said Thursday it is starting its official marketing and communications efforts in Korea, targeting the growing demand for imported car repairs.
The company plans to establish service centers under its brand name and strengthen direct engagement with Korean customers, building on its previous indirect presence through a local partner since 2016.
Founded in 1958, Meyle supplies aftermarket parts for premium brands, including BMW, Volkswagen and Mercedes-Benz. Its products are priced at up to 50 percent less than original manufacturer parts, while maintaining comparable quality, the company said.
Meyle’s expansion into Korea comes in response to increasing demand for aftermarket parts, driven by a sharp rise in imported car ownership.
According to the Korea Automobile Importers & Distributors Association, the number of registered imported cars in Korea reached 3.5 million by the end of last year — an increase of more than 2 million over the past decade.
The company noted that many imported car owners in Korea face challenges maintaining their vehicles after the warranty period ends due to a lack of information on parts and servicing.
With a portfolio of 24,000 premium auto parts and experience providing services in 120 markets worldwide, Meyle aims to offer Korean market solutions covering various powertrains and vehicle types.
“We are planning a range of initiatives to integrate with Korea’s automotive industry, including marketing activities tailored for imported car owners and the expansion of brand service centers,” said a Meyle official.
forestjs@heraldcorp.com
