On the 1st, Mercedes-Benz Korea held a press conference at the Grand Hyatt Seoul in Yongsan, focusing on “Luxury, Electrification, and Sustainability,” where they announced their business strategies and new vehicle launch plans for the year.
Executives including Lee Sang-guk, Vice President of Sales, and Johannes Huhn, Vice President of Products, Marketing, and Digital Business attended the press conference. They presented their new business strategy for 2023 regarding luxury, electrification, and sustainability, which includes plans for 12 new vehicles: two new models, two completely revamped models, and eight facelifts.
Celebrating its 20th anniversary in Korea this year, Mercedes-Benz Korea surpassed 80,000 sales in a single brand for the first time as an imported car in 2022, achieving a record high of 80,976 vehicles sold since its entry into the Korean market (based on KAIDA announcements). Sales of the Mercedes-Maybach S-Class and Mercedes-Maybach GLS increased by 147% compared to the previous year, and S-Class sales saw a 13% rise, further solidifying its position as a luxury brand.
The 10th generation E-Class, which has been the best-selling model for several years since 2017, became the first imported model to surpass a cumulative sales of 200,000 vehicles in 2022. The EQ brand has strengthened its electric vehicle lineup with the launch of the luxury business electric sedan ‘The New EQE’, achieving approximately 3.7 times growth year-over-year. This aligns with the vision of the Mercedes-Benz Group to evolve into a luxury-centric company that meets customer needs, and the strategy continues to focus on luxury and electrification in 2023.
Mercedes-Benz Korea is committed to enhancing customer satisfaction and convenience. Last year, about 5.6% of all new car sales were made through its online store. To increase customer touchpoints, they have opened two new showrooms and four service centers nationwide, and expanded three service centers. Since its establishment, the Mercedes-Benz Social Responsibility Committee has donated a cumulative total of 40.4 billion won, actively engaging in community synergy.
Mercedes-Benz Korea plans to introduce a total of 12 new vehicles this year, including two new models, two fully revamped models, and eight facelift models.
Released on the 31st, ‘The New EQS SUV’ is a clear representation of Mercedes-Benz Korea’s business strategy, showcasing luxury and advanced electrification technology. ‘The New EQS SUV’ is the first luxury electric SUV using Mercedes-Benz’s dedicated electric vehicle platform EVA2, boasting a spacious, luxurious interior and a dynamic aerodynamic design that ensures excellent driving performance in any road condition.
Scheduled for launch in the second half of this year, ‘The New EQE SUV’ boasts the most perfect proportions of any model.
As a luxury business electric SUV, ‘The New EQE SUV’ is equipped with various convenience features that provide a practical interior and a comfortable yet luxurious driving experience, expected to expand the options for customers seeking electric SUVs.
The 7th generation model ‘The New Mercedes-AMG SL’, representing the luxury roadster of Mercedes-Benz, will also be unveiled in the first half of the year. This vehicle, independently developed by the high-performance brand ‘Mercedes-AMG’, harmonizes the sporty essence of the original SL with Mercedes-Benz’s innovative technology, exceptional driving performance, and unique aesthetics.
The 3rd generation model of the globally best-selling mid-size SUV, the GLC, will also be launched this year.
Under Mercedes-Benz’s electrification strategy, all models will comprise hybrid configurations, evaluated for their performance and efficiency. The new models will be larger than their predecessors and reflect new interior and exterior designs, equipped with the latest driving assistance packages and various advanced driving technologies to enhance competitiveness.
In addition, eight facelift models will be released, including the compactly designed yet powerful GLA, the practical family SUV model GLB featuring ample interior space and various convenience features, and the modern luxury exemplars GLE and GLE Coupe, which combine practicality and driving performance on and off-road. Also included are the flagship SUV model GLS, distinguished by its top-tier luxury, dynamic driving performance, supreme safety, and comfort; the stylishly designed compact coupe sedan CLA; and the compact models A-Class hatchback and sedan, which showcase advanced designs and innovative technologies.
Additionally, top-edition models showcasing the essence of luxury will be released. The ‘Maybach Virgil Abloh’ edition and ‘Haute Couture’ edition will be introduced within the year, enhancing the luxury experience for domestic customers. Furthermore, every 20th of the month, Mercedes-Benz Korea plans to launch an online special model commemorating its 20th anniversary through the Mercedes-Benz store, continuing until the end of the year.
Established in 2014, the Mercedes-Benz Social Responsibility Committee has launched the ‘Mercedes-Benz Green Plus’ initiative focusing on sustainability in 2021. Last year, various activities contributing to a sustainable future, such as children’s environmental education programs, urban forest projects, and forest restoration efforts due to wildfires, were carried out, and this year, such synergistic activities with Korean society will continue.
Since 2016, the Mercedes-Benz Social Responsibility Committee has donated a total of 44 vehicles to 43 social welfare institutions nationwide, and this year plans to donate 20 units of fully electric Mercedes-Benz EQ vehicles, providing tangible assistance to neighbors while contributing to the company’s sustainability strategy.
Moreover, after holding the ‘Mercedes-Benz Give and Race’ fundraising event as a virtual endeavor due to COVID-19, it will return to an offline format for the first time in three years. Participants are expected to double from 10,000 to 20,000. Until last year, over 85,000 participants had engaged, with accumulated donations amounting to approximately 4.6 billion won.
Founded in 2014, the Mercedes-Benz R&D Korea Center has more than doubled its office size and research staff since 2018, and this year will expand its workforce by about 50%, aiming for an operation size of approximately 60 employees. This is in line with the establishment intention to meet the unique needs of Korean customers and to strengthen its role as a research and development hub for future vehicles in Asia, along with enhancing its capabilities in infotainment and autonomous driving technologies.
The company is also focusing on open innovation. Since 2020, Mercedes-Benz Korea has successfully held the startup nurturing platform ‘Startup Autobahn Korea’ three times and plans to build more diverse collaborative channels with partner companies and institutions this year to provide potential companies with practical growth drivers and opportunities for global market expansion. To date, Mercedes-Benz Korea has supported a cumulative total of 31 companies.
Lee Sang-jin daedusj@autodiary.kr