Hidden Hotspot in ‘Kim Manager’s Story’: Speedmate!
- Increased viewer interest in the repair shop and logo featured in the drama
- Popular services include night-time maintenance, exclusive tires, and AI-based solutions for enhanced customer satisfaction
- “We will further elevate brand value through innovative technology and service capabilities.”
Following the enthusiastic response to the drama “Kim Manager’s Story” (official title: A Middle Manager Who Owns a Home in Seoul and Works at a Big Corporation), attention is growing toward Speedmate, the automotive care brand that supported the production by providing filming locations.
According to SK Speedmate on the 5th, Speedmate appeared in the drama as the auto repair shop operated by the main character’s older brother. The brand participated in production support by offering its store as a filming site and featuring its logo.
“Kim Manager’s Story” portrays the journey of a man who once prided himself on living in Seoul and working for a major corporation, only to face failure and rediscover his true self. In a moment of despair, Kim Manager seeks help from his estranged brother, who suggests car washing work. Kim Manager sets up a car wash next to his brother’s repair shop and gradually finds fulfillment in his new routine. The repair shop that serves as the backdrop for Kim Manager’s positive transformation is none other than Speedmate.
The heartfelt story of a middle-aged man’s search for identity resonated deeply with viewers of similar age groups and beyond, driving the drama’s popularity across TV channels and OTT platforms. This success has also amplified brand recognition for Speedmate.
As Korea’s leading automotive care brand, Speedmate continues to strengthen services aimed at improving customer satisfaction. In May, the company unveiled a refreshed logo for the first time in 15 years, reflecting its commitment to being “with you from start to finish in car maintenance.” To accommodate busy professionals, Speedmate operates “Starry Night Maintenance” on Tuesday evenings. It also launched Roadmate S, an exclusive tire pattern developed in partnership with Hankook Tire. Recently, Speedmate introduced Speed Auto Care, an AI-powered vehicle management service integrated with Kakao’s Kanana, creating a personalized maintenance environment that blends online and offline experiences.
Speedmate plans to further enhance brand value by leveraging innovative technology and services, while positioning itself as a trusted partner for drivers throughout their car care journey. The company will continue to develop engaging content and events to expand customer touchpoints.
An SK Speedmate representative stated, “Having supported customers’ vehicle maintenance for many years, Speedmate joined the drama production to promote our new brand image and connect with audiences in a more approachable way.”
