Mercedes-Benz Korea has achieved a remarkable milestone with its 10th generation E-Class luxury business sedan, selling 200,000 units—making it the first single model in the domestic import car market to reach this figure.
The 10th generation E-Class (W213), officially launched in the domestic market in June 2016, has been praised for its luxurious and sophisticated exterior design, high-quality materials, and a blend of advanced features that create a comfortable interior. It also boasts a powerful and efficient powertrain, advanced driving assistance systems, and top-tier safety specifications, all complemented by enhanced digital convenience features, thus defining a new form of luxury. The model was recognized with several accolades including the ‘2017 Central Daily News Car of the Year’ and the ‘2017 Korean Automobile Journalists Association Car of the Year’ as the best-selling imported car in its release year.
By July 2019, just three years after its launch, the E-Class became the first imported car in Korea to achieve cumulative sales of 100,000 units. According to the Korea Automobile Importers & Distributors Association, the 10th generation E-Class has maintained the title of the best-selling imported car for five consecutive years since 2017. As of this November, it surpassed 200,000 cumulative sales, setting a record for ‘200,000 units sold of a single model’ in the import car category.
Mercedes-Benz Korea attributes the continuous affection for the 10th generation E-Class from domestic customers to its luxurious exterior design and comfortable driving experience suitable for an executive sedan. According to a New Car Buyer Survey conducted by Mercedes-Benz from 2016 to 2021, the two aspects with the highest satisfaction ratings for the E-Class were ‘exterior design’ and ‘comfortable driving’.
Continuous communication with customers has also been cited as a fundamental reason for achieving this new record of 200,000 sales. Since its launch, Mercedes-Benz Korea has consistently analyzed feedback from Korean customers and improved the product’s marketability through yearly updates.
Moreover, South Korea has been the top global market for E-Class sedan sales from 2018 to 2021, prompting Mercedes-Benz headquarters to recognize the significance of the Korean market and actively incorporate feedback from local customers. Before the launch of the new E-Class, the company even conducted a Car Clinic in Korea to gather direct feedback on their products from Korean customers and integrate those insights into actual product development.
Thomas Klein, CEO of Mercedes-Benz Korea, expressed gratitude, stating, “The achievement of 200,000 units sold for the 10th generation E-Class is a result made possible by the support of our Korean customers, and I sincerely thank them for that. Our mission is to provide the best products to our customers, and we will continue to pay close attention to their voices and strive to satisfy them with the highest quality and service.”
Lee Sang-jin daedusj@autodiary.kr