120-Year-Old Buick Arrives in Korea, Bets on E7 Priced from 43 Million Won

[Financial News] Buick, General Motors (GM)'s premium brand with a 120-year history, has arrived in Korea. Its first model is the Buick Electra E7 plug-in hybrid (PHEV) sport utility vehicle (SUV), priced from the 43 million won range. Hector Villarreal, president of GM Korea, said, "We will provide Korean customers with a broader range of choices," signaling the company's determination to compete in the domestic market.
GM Korea held a Buick Brand Showcase at DDP in Seoul on the 30th and officially announced its entry into the Korean market. Buick is the fourth brand operated by GM in Korea, following Chevrolet, Cadillac, and GMC.
Launched in 1903, Buick is one of GM's flagship premium brands, with more than 120 years of history. GM selected the midsize Buick Electra E7 as Buick's first model in Korea. The strategy is to capitalize on strong demand in Korea's midsize SUV market while using competitive pricing to establish an early foothold.
The Buick Electra E7 comes in four trims. Prices start in the 43 million won range, while the top trim costs around 54 million won. Full-scale sales will begin in November, and preorders opened on the 30th.
Jeong Jeong-yoon, an executive vice president at GM Korea, explained the pricing strategy, saying, "As Buick is entering Korea for the first time, we set the price so that the vehicle could become an option for more customers." She added, "We believe it can be well received by Korean customers because it delivers the value of a premium brand while also offering competitive pricing."
The key feature is its PHEV system. It combines a 1.5-liter naturally aspirated engine, a 165 kW drive motor, and a battery with a capacity of up to 31.7 kWh. The vehicle can travel up to 126 km in EV mode under combined-cycle testing, while its total driving range exceeds 1,000 km when the engine is used as well. The battery can be charged from 30% to 80% in about 20 minutes using DC fast charging.
Villarreal emphasized, "When commuting in Seoul, most daily driving can be done in EV mode, and the total driving range exceeds 1,000 km." He added, "I believe we are offering a very strong value proposition in the Korean market."
The interior is designed as a "premium lounge." It features heated and ventilated seats throughout the cabin, front-seat massage functions, a zero-gravity mode for the front passenger seat, and power-reclining second-row seats. It also includes a Queen Bed mode that links the front and rear seats to create a resting space, a second-row multi-table, and a built-in refrigerator with heating and cooling functions.
To improve quietness, the vehicle is equipped with double-laminated acoustic glass and active noise-cancellation technology. It also features a surround-sound system with 20 speakers. External power can be supplied through the vehicle-to-load (V2L) function, while GM's OnStar connected services are also available.
Sales and maintenance will use GM's existing infrastructure. Once sales begin, the vehicle will be displayed at 125 showrooms nationwide, with maintenance support provided through a network of 115 service centers. The motor and high-voltage battery are covered by an eight-year or 160,000-kilometer warranty.
Asked about the recent weakness in domestic sales, Villarreal said, "Now that we operate four brands in Korea, we can reach a broader range of customers." He added, "Our goal is to offer comfort, convenience, and a variety of choices, and I am confident that we are moving in the right direction."
[email protected] Kim Dong-ho Reporter