General Motors is moving to reinforce its presence in South Korea, launching a virtual engineering center and adding the Buick brand to its local lineup—a signal of commitment to a market where its future has periodically been questioned.
GM Korea, the automaker’s local subsidiary, disclosed the plans during a corporate conference on Dec. 15, highlighting a new Virtual Engineering Center at its proving ground in Incheon and a roadmap that includes introducing Buick to Korean consumers in 2026.
The announcement comes amid persistent speculation over GM’s long-term intentions in South Korea, following earlier steps such as the shutdown of some company-run service centers. By bolstering both engineering capabilities and its brand portfolio, GM appears to be making a case for Korea’s continued role in its global network.
The Virtual Engineering Center, developed since 2024, consolidates digital and physical validation tools—including electrical test benches, VR stations and driver-in-the-loop simulators—into a single hub. GM Korea said the facility is designed to speed development cycles and solidify the country’s position within GM’s worldwide engineering operations.
The company also reported a return to profitability in 2024 and emphasized ongoing investment in its Korean production base, which builds vehicles for export to markets including North America and Europe. It has invested $300 million so far this year in upgrades aimed at sustaining output beyond 2028.
A central piece of the strategy is brand expansion. Buick—a historic GM nameplate popular in the U.S. and China—will join Chevrolet, Cadillac and GMC in Korea, marking a rare four-brand market presence for GM outside North America.
In 2026, GM Korea plans to launch four new models: three from GMC and one from Buick, including midsize SUVs. Under a revised retail approach, Buick models will be sold through Chevrolet dealerships, while GMC vehicles will be offered at Cadillac stores.
GM Korea’s manufacturing complex can build up to 500,000 vehicles annually, providing flexibility to meet export demand. “We will continue to invest in our production base in Korea to strengthen our competitiveness over the mid to long term,” said GM Korea CEO Hector Villarreal. “GM’s commitment to Korea remains firm.”
