Why BMW Driving Center became a must-visit attraction in Korea

May 27, 2026, 08:19 am

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The exterior of the BMW Driving Center in Yeongjongdo, Incheon. /Kim So-young

At first glance, the BMW Driving Center in Yeongjongdo, Incheon feels like a real-life version of a racing circuit from the video game KartRider.

As visitors step into the complex, they are greeted by a two-story glass building overlooking the track, giving the impression of arriving at an overseas motorsports venue. Rows of brightly colored vehicles lined the parking areas and surrounding track, creating a striking scene.

Inside the main hall, more than 10 BMW X-series models filled the space, while a dedicated MINI zone displayed five vehicles. Unlike conventional dealerships that arrange cars in straight lines, the center uses a zigzag layout, allowing visitors to freely walk between vehicles, open the doors, sit in the driver’s seat and take photos.

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The exterior of the BMW Driving Center in Yeongjongdo, Incheon. /Kim So-young

The facility also offers attractions beyond cars. A vintage 1959 microcar model, the BMW Isetta, is on display, while a lifestyle goods shop sells branded merchandise. The second floor houses cafes and dining areas, turning the venue into a multifunctional cultural complex where guests can relax as well as explore automobiles.

Unlike traditional showrooms where visitors are guided under staff supervision, the center encourages a more open and hands-on atmosphere where guests can freely interact with the cars.

In the lounge area, visitors can browse available programs through kiosks. These include the “Starter Pack,” which allows participants to drive on the track and experience vehicle performance firsthand, and the popular “Taxi Program,” where professional drivers take guests around the circuit.

The taxi program, which allows up to three passengers and requires riders to be at least 140 centimeters tall, is currently the center’s most popular attraction. The programs are open not only to BMW owners but also to the general public.

The center also runs educational activities for children visiting with parents. Its Junior Campus program for elementary school students introduces scientific concepts used in automotive design and engineering, while allowing participants to build eco-friendly model cars themselves.

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The exterior of the BMW Driving Center in Yeongjongdo, Incheon. /Kim So-young

The facility is the first of its kind in Asia and the third BMW driving center in the world after those in Germany and the United States. Covering around 305,359 square meters — roughly the size of 43 soccer fields — the massive complex continues operating despite annual financial losses.

Its popularity is reflected in visitor numbers. As of December last year, cumulative visitors had reached 1.8 million, including around 280,000 participants in driving programs. BMW renewed the center’s operating contract in January, allowing operations to continue for up to 10 more years if certain conditions are met.

A representative from the BMW Driving Center said the renewal demonstrates the company’s long-term commitment to the Korean market.

“We will continue developing the center as a space that promotes healthy automotive culture through diverse driving programs and hands-on experiences,” the official said.

#BMW #BMW Driving Center #MINI #Incheon #Yeongjongdo