MAN Truck & Bus Targets South Korean Market Expansion with Digitalization Strategy

German commercial vehicle manufacturer MAN Truck & Bus is refining its approach to the South Korean market, placing a heavy emphasis on digital integration and customer-centric service. As part of its broader “MAN Core 360” strategy, the company is aiming to modernize its aftermarket operations to better serve local transport and logistics businesses.

Strengthening Aftermarket Operations

The company is preparing to launch the “My MAN Korea” mobile application this July. This digital tool is designed to streamline the ownership experience by allowing drivers to book vehicle maintenance directly, obtain repair and servicing cost estimates, and access technical information, including vehicle function manuals. Peter Andersson, CEO of MAN Truck & Bus Korea, noted that the platform represents a significant step for foreign commercial vehicle brands in the region by offering these convenience features directly to the user.

Beyond digital tools, MAN is expanding its physical footprint. The company plans to open a new service center in Gyeonggi Province during the fourth quarter of 2025, which will bring its total number of service outlets across South Korea to 23.

Strategic Focus and Market Outlook

The push for digitalization and service expansion follows a period of market adjustment. Industry data indicates that MAN sold 754 heavy trucks in South Korea during the previous year, marking a 9.5% decline compared to the year prior. To combat this trend and foster growth, the company has introduced MAN Korea Financial Services, which provides tailored financial solutions aimed at making heavy vehicle procurement more accessible to local customers.

Looking toward the future of transport, MAN is also exploring collaborative opportunities with South Korean battery manufacturers. Thomas Hemmerich, head of international sales at MAN Truck & Bus, confirmed that the company is engaged in discussions regarding potential partnerships to support the transition toward zero-emission vehicles.

Key Takeaways

• Digital Transformation: The upcoming “My MAN Korea” app will centralize maintenance booking and technical support for drivers.
• Network Expansion: The company is increasing its nationwide service footprint to 23 locations by the end of 2025.
• Financial Support: The introduction of MAN Korea Financial Services is a key pillar in the company’s effort to regain sales momentum.
• Sustainability Goals: MAN is actively seeking collaboration with local battery manufacturers to advance its zero-emission vehicle roadmap.

Frequently Asked Questions

What is the “MAN Core 360” strategy?
It is the company’s integrated, customer-oriented business strategy that prioritizes digitalization and service efficiency to improve the ownership experience for its commercial vehicle clients.

How is MAN addressing the shift to zero-emission vehicles?
The company is currently in discussions with South Korean battery manufacturers to facilitate the development and deployment of zero-emission transport solutions.