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Eoullim Motors, heralded as South Korea’s first handmade sports car maker, found itself in hot water after launching a new Spira lightweight puffer priced at 600,000 won (≈ $402). Internet users quickly flagged a near-identical jacket being sold on Chinese marketplaces for roughly 18,000 won (≈ $12), prompting accusations that the company might be reselling a low-cost product at a premium. The automaker pushed back, insisting the materials are completely different from cheap, no-name imports.
On the 29th of last month, Eoullim Motors announced the Spira lightweight puffer on its official social channels, describing it as a warm, lightweight jacket with waterproof and windproof features—perfect for winter outdoor pursuits like fishing, golf, camping, and riding. The listed retail price was 600,000 won (≈ $402), with a launch offer that sold the first 20 pieces at a 70% discount for 180,000 won (≈ $121). The company emphasized the jacket is 100% handmade, with embroidered emblems and logos on the front and back, and said it aims to craft premium cars and luxury goods with an artisan spirit.
Almost immediately, online communities compared the jacket to an AliExpress listing priced at about 18,000 won (≈ $12). Commenters pointed out the similar material look, quilting pattern, and zipper placement in photos, saying the two pieces could be hard to tell apart. The AliExpress seller also advertised custom logo printing, which stoked suspicion that the Spira jacket might simply be a rebranded, low-cost item. The AliExpress listing showed an on-sale price of roughly 18,000 won (≈ $12) (regular price about 45,000 won, ≈ $30), and with shipping (~6,000 won, ≈ $4) the jacket could be purchased for just over 20,000 won (≈ $13) total.
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As the online chatter grew, Eoullim Motors updated the post the next day saying the first production run had sold out. In comments, the company wrote that the initial batch “just sold out” and that no further orders could be accepted due to lack of stock. In a follow-up comment, the company clarified that many low-cost, no-name Chinese jackets share a similar silhouette but are made from cheaper fabrics with inferior waterproof and windproof performance, and suggested those seeking a budget option shop on AliExpress or Taobao.
Eoullim Motors also stressed that the Spira jacket is handmade from GORE-TEX fabric and warned against assuming two visually similar pieces are the same product. The company added that some promotional images and videos were created using AI tools, which might not accurately convey texture, and asked for understanding since customers who experienced Spira’s quality bought out the entire run. They encouraged anyone who purchased the jacket through other channels to contact the company to verify whether their item is authentic or counterfeit.
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