They were there because over 300 companies were displaying their products to a car hungry nation. As well as the impressive stands from the Koreans themselves there were displays from 13 other countries - not bad for a country with neighbours threatening to launch some rockets into the mix.
Kia took the wraps of the new Karens, a small car we won’t see in Dubai, and the Cub, a concept car that threatens the like of Mini’s seat at the head table. Peter Schreyer has weaved his design magic over the Cub - a car only four-metres long. “The new Kia Cub is a compact, four door coupe created with a clear focus on driving performance and practicality’ commented Thomas Oh, Senior Executive Vice President and COO, Kia. “Styled to appeal to trend-setting urban dwellers, the Cub features a comfortable four-seater cabin which generates an emotional, feel-good response.” That just about sums up South Korea though, threatened with war, laughed at by the motoring consumer - they are a very determined bunch.
South Koreans are proud to now have two of the world’s best auto manufacturers in Hyundai and Kia, a top electronics manufacturer in Samsung that is putting Apple in its place and a thriving economy.
Throw in wonderful Korean hospitality, Baekseju and mouthwatering home reared beef it’s no wonder the world seems focussed on South Korea.