Press Release July 03th, 2023

BMW Endorses This Tech: EPIKAR Digitizes Everything from Test Drives to Car Sales​

[Startup Story] Han Bosuk, CEO of EPIKAR​​

​ ​ #Case Study: Mr. A visited a nearby car dealership to test drive a vehicle he was considering buying. Although he had scheduled a test drive, a mistake in the dealership’s manual record-keeping caused confusion, and the vehicle was unavailable. As a result, Mr. A had to reschedule his appointment.​​

​ ​ Test driving is one of the most important parts of the car-buying process. There's a stark difference between admiring a car in a well-lit showroom and actually driving it on the road. A test drive allows buyers to evaluate a car’s strengths and weaknesses through firsthand experience.​​

​ ​ Yet scheduling a test drive often involves tedious steps—searching for a dealership, confirming vehicle availability, and coordinating date, time, and location with a sales representative.​ ​

​ ​ A startup called EPIKAR aims to solve this by fully digitizing the test-drive process, streamlining the overall automotive sales workflow, and ultimately boosting conversion rates. The company provides Dealer Management Solutions (DMS) that address critical dealership operations.​ ​

​ ​ From Subscription Service Pioneer to Korea’s Only DMS Provider​​

​ Founded in 2016, EPIKAR initially launched Korea’s first vehicle subscription service, allowing users to swap cars regularly. While managing the subscription model, the company recognized a major inefficiency in how dealerships handle vehicle sales and decided to pivot toward DMS.​ ​​

​ Han Bosuk, CEO of EPIKAR, explained:​​
“The subscription service was designed to generate extra revenue from idle vehicles for dealerships. Our core mission has always been to enhance dealership operations, and this led to the development of our DMS, which we now supply to dealers.”​ ​​

​ Today, most automotive sales operations are still handled manually and in-person. EPIKAR’s SaaS- based DMS enhances efficiency for both automakers and dealerships while also improving customer experience.​​

​ ​ EPIKAR’s DMS is composed of two main systems:​​
​ BTS (BMW Test Drive Solution): Automates the test-drive process​​
​ ​ IWS (Intelligent Workshop System): Manages vehicle intake and release in real-time​​
​ ​ The DMS has been adopted by BMW Korea and seven of its official dealerships, including Kolon Motors, Handok Motors, Deutsch Motors, Bavarian Motors, Samchuly Motors, National Motors, and Dongsung Motors.​ ​

​ ​ Streamlining Operations and Managing Prospects​​
​ The BTS system automates all stages of the test-drive process—from application and approval to vehicle assignment and scheduling—greatly reducing inefficiencies. Customers can select their desired car and immediately check availability and make a real-time reservation, eliminating paperwork for staff.​​

​ ​ Currently, around 1,000 test-drive vehicles are managed through BTS. A CRM (Customer Relationship Management) function is also included, allowing dealerships to send test-drive coupons or post-service discounts to potential customers to help drive conversions.​​

​ ​ The IWS system provides real-time monitoring for 79 after-sales service (AS) centers operated by these dealerships. It tracks vehicle intake and release status, the location of vehicles within the center, and dynamically manages vehicle allocation based on supply and demand.​ ​

​ ​ When a vehicle arrives or departs, its license plate is recognized, and the system immediately checks its condition. Technicians can monitor vehicle status on-site in real-time, optimizing efficiency. The system even predicts completion time for each job to reduce customer wait time. EPIKAR is currently amassing approximately 4 million maintenance records annually.​​

​ ​ As of now, EPIKAR is the only company in Korea offering such services directly to dealerships.​​
​ “In a country like Korea where IT is advanced, it was surprising to see a lack of operational systems for dealerships,” said Han. “We saw huge potential and jumped into the market.”​​

​ ​ Reaching Breakeven and Expanding into the U.S.​​
​ After pivoting to DMS, EPIKAR reached its breakeven point (BEP) last year and is now on a stable growth trajectory. The company is pursuing new client acquisitions beyond BMW and has already established a U.S. subsidiary to target the overseas market.​​

​ ​ R&D efforts for advanced technologies are also ongoing. Recently, EPIKAR filed a patent to use AI in reducing vehicle service time at repair centers. The solution predicts job durations based on individual workflows and addresses bottlenecks to enhance operational efficiency.​​

​ ​ “The system can calculate labor, parts cost, and estimated completion times,” Han noted. “This helps service centers operate more effectively and gives customers precise information on service durations and costs.”​ ​

​ ​ He added, “Our business has evolved in form, but the core value—innovation—has remained the same. We've connected many dots over time, and now we’re focused on drawing the full picture.”​ ​​

​ Creating a Seamless Car Ownership Experience​​
​ Recognized for its growth potential, EPIKAR was selected for KB Financial Group’s startup support program, ‘KB Starters.’ The program, run by KB Innovation Hub, identifies and nurtures startups with high potential.​ ​

​ ​ “We’re exploring collaboration opportunities with all KB Group affiliates,” said Han. “With such a strong backer, we’re confident in building even better innovation services.”​ ​

​ ​ At the end of last year, EPIKAR secured a Series A investment (undisclosed amount) led by a state- run bank. The company is preparing for a follow-up investment round to accelerate global expansion, targeting North America, Europe, and Southeast Asia.​ ​

​ ​ In a strategic move, EPIKAR also appointed veteran entrepreneur Jang Young-seung—former head of the Seoul Business Agency (now Seoul Economic Promotion Agency)—as Chief Strategy Officer (CSO) to bolster its global and future mobility initiatives.​ ​​

​ “Our goal is to create a seamless, stress-free car experience—not just for car enthusiasts, but for everyday users,” Han emphasized. “Whether it’s a test drive, purchase, or after-sales service, EPIKAR is here to simplify the entire journey.”