The bustling city of Busan is now the go-to market for domestic and foreign automakers alike.
One out of every five cars on the road in this port city is imported -- the highest rate in the country -- representing the purchasing power of Korea's second biggest city.
That's just one of the reasons more and more automakers are choosing the Busan International Motor Show to unveil their latest models.
Hyundai Motor pulled the curtain back on its AG for the first time -- a luxury sedan developed to cater to those with a budget of between 30- to 50-thousand U.S. dollars.
Hyundai also unveiled a diesel version of its best-selling Grandeur model to provide customers with more options.
"We felt the need to diversify our luxury line-up to retain our customers. We found drivers who opt for larger, diesel models are demanding efficiency and practicality. Models made by German automakers are popular so we launched this first diesel in our luxury line-up."
Vehicles powered by greener engines are worth keeping an eye on.
"Among the more than 200 cars exhibited here at Bexco, a noticeable trend emerges in the rising number of electric and hybrid cars aimed at lowering carbon emissions."
Developing and supporting low-carbon vehicles was one of the major issues discussed during the OECD International Transport Forum held in Leipzig, Germany last week but the lack of infrastructure is still a concern.
Automakers are doing their best to address those worries.
"The electricity bill is only 30-dollars when driving 15-hundred kilometers per month. We are also installing charging facilities at parking lots in large supermarket chains, so drivers can charge their cars with much less fuss."
Visitors can test drive some of these oil-free vehicles at the expo, and one automobile is given away each day to a lucky visitor.
Song Ji-sun, Arirang News, Busan.