"The Top Three Brands for Growth Potential Are Hillstate, Xi and Hanwha FORENA"

[Financial News] Korean apartment consumers selected Hyundai Engineering and Construction's Hillstate, GS Engineering & Construction's Xi, and Hanwha Corporation E&C Division's Hanwha FORENA as the top three brands with the greatest expected future growth.
According to the results of Real Estate 114's survey on consumer perceptions of apartment brands, conducted among 2,843 residents nationwide over seven days from Aug. 18 to 24, Hillstate, Xi and Hanwha FORENA were selected as the top three brands for future growth potential. Daewoo Engineering & Construction's PRUGIO and LOTTE Engineering & Construction's LOTTE CASTLE also ranked among the top five.
Hanwha FORENA, launched in 2019, stood alongside the traditionally leading brands and demonstrated the steepest growth among new brands introduced over the past decade or so. It was the only new brand among those of the roughly 20 construction companies ranked highest in construction capability to enter the top three, proving its competitiveness.
While a generally luxurious feel was the dominant image associated with the leading brands, their individual characteristics differed. Hillstate was strongly associated with a stylish image, while Xi was more often associated with a luxurious image. Hanwha FORENA ranked highly for its sophisticated image, in line with its relatively young brand identity.
In terms of quality, exterior design and advanced and convenience facilities had a significant impact on consumer evaluations. Hanwha FORENA, Xi and LOTTE CASTLE received favorable evaluations for exterior design and advanced facilities, while Hillstate and PRUGIO won strong support in the convenience-facilities category. In the case of Hanwha FORENA, ceiling-mounted electric vehicle facilities and the development of new design products were analyzed as having positively influenced consumer perceptions.
A Real Estate 114 official forecast, "Competition between long-established traditional brands and new brands that have emerged within the past 10 years is intensifying." The official added, "Construction companies' competition over brand value to gain an edge in quality, along with the launch of high-end brands, will continue in the future."
Meanwhile, the margin of sampling error for Real Estate 114's survey on consumer perceptions of apartment brands was ±1.84 percentage points at a 95% confidence level.
[email protected] Min-kyung Jeon Reporter