The 2024 Busan International Mobility Show kicked off at Bexco in Korea's second-largest southeastern port city with only one auto importer, BMW Group Korea, present among the global auto exhibition. The event's press day allowed journalists to preview the showcased offerings, which included 18 models from BMW, although there were no world premieres. Notably absent were other major overseas auto manufacturers such as Mercedes-Benz, Audi, Volvo, Tesla, Lexus, Porsche, Volkswagen, and Toyota, despite their significant presence in the Korean market. The absence of these companies, along with General Motors Korea and KG Mobility, dampened the success of the exhibition. Although the decision not to participate in the event was justified by the cost of being an exhibitor and the strategic considerations of the auto companies, it represented a missed opportunity for both the local community and the broader market. While Hyundai Motor Group's three brands dominated the exhibition space, the lack of participation from other automakers made the BIMO feel more like a local event rather than a true global auto show. The article highlights the need for more automakers to participate in order for the BIMO to live up to its aspiration of being a global auto event, offering a valuable opportunity for both the local community and the broader market.