Bentley Motors is entering the Korean market with Charmzone recently appointed as the company's official representative.

Bentley said that increasing global awareness of the brand makes expansion into Korea the logical next step as it continues to establish its presence in the Asia Pacific region.

A new national sales company, Bentley Motors Korea, has been established to oversee and manage all strategic activities and support the dealer partner - Charmzone - to maximise the market opportunity.

Bentley Motors Korea will report to the company's regional head office based in Singapore, which is responsible for 14 dealers in seven countries across South East Asia and Australasia.

"Korea represents an exciting opportunity and we are delighted to be in a position to offer our unique cars to this rapidly developing luxury market through an established and proactive business partner", said Bentley Motors' regional director Julian Jenkins.

Charmzone, operating as Bentley Seoul, will jointly develop the required infrastructure and new dealership facility to support sales and service in the country. It plans to locate Bentley Seoul in Cheongdam-dong, Gangnam-gu and will offer dedicated sales and service facilities from the fourth quarter of 2006 as well as aftersales catering for new and existing Bentley owners.

"The imported automobile market in Korea has proved its potential following continuous growth over the past few years and we are looking forward to preparing for Bentley's market entry," said Bentley Seoul president Kim Han-zun.