Many imported cars are now increasingly equipping themselves with TMAP navigation system due to widespread customer dissatisfaction stemming from navigation systems that poorly adapt to South Korean road conditions. This shift is based on the assessment that TMAP navigation system, offering real-time traffic updates and other features, better caters to the preferences of domestic consumers compared to navigation systems produced abroad.
Last month, Mercedes-Benz introduced the latest E-Class model equipped with TMAP navigation system. The company plans to extend the use of TMAP navigation system to more vehicles in the future. The incorporation of TMAP navigation system into the E-Class seems to be part of the collaborative efforts between Benz and the SK Group. In February of last year, Benz announced its intention to establish a global mobility map cooperation system involving TMAP Mobility (Korea), Google (North America and Europe), and AMAP (China) during its global strategy presentation. Following this, in August, Chairman Ola Källenius visited Korea and held discussions with SK Group Executive Vice Chairman Chey Jae-won regarding batteries and TMAP navigation system.
Volvo became the pioneer in the import car industry by officially implementing TMAP navigation system first. In September 2021, Volvo equipped the XC60 with TMAP Infotainment Service, a comprehensive In Vehicle Infotainment (IVI) service including TMAP navigation system. Volvo Korea invested 30 billion won over two years for the development of this service. Polestar is also integrating TMAP navigation system into its electric Polestar 2, utilizing the same system as Volvo cars.
The BYD 1-ton electric truck T4K, introduced in the domestic market last year, also incorporates the TMAP navigation system and SK Telecom’s artificial intelligence (AI) platform, NUGU. JRL (formerly Jaguar Land Rover) and Jeep also use TMAP navigation system.
The rising trend of TMAP navigation system installation in imported cars stems from the dissatisfaction with the manufacturer’s native navigation systems, which often do not suit Korean road conditions, some even requiring payment at service centers for updates to the latest versions. As a result, according to a 2022 survey by domestic market research firm Consumer Insight, only 38% of imported car drivers opted for the manufacturer’s navigation system, contrasting starkly with the 68% of domestic car drivers who relied on their own navigation systems.
Starting this year, BMW Group has committed to integrating a TMAP-based Korean-style navigation system. This decision comes four years after the collaboration between BMW Group and SK Group to develop the navigation system in 2019.
BMW will begin integrating TMAP navigation system into its lineup, starting with X1 and 2 Series Active Tourer in February, followed by the new X2 and Mini models slated for release in the second quarter. BMW stated its intention to enhance collaboration with its Korean partners to deliver advanced services in the future.
