Mercedes-Benz Korea kicked off the 2023 Seoul Mobility Show on March 30, showcasing a total of 11 vehicles under the theme “The Star is Reborn,” including the first model unveiled in Asia and five models being shown for the first time in Korea.
At this year’s mobility show, Mercedes-Benz will unveil high-end luxury models and electric vehicles that represent the company’s luxury and electrification strategy across all halo brands.
During the press session, Thomas Klein, CEO of Mercedes-Benz Korea, stated, “Mercedes-Benz has achieved its goal of leading the electrification that it promised in this place back in 2021, completing the EQ lineup across all segments without compromising our strategy to create ‘the car everyone desires’. We will not settle at this stage but continue to inspire the luxury segment through various projects and collaborations and diversify our electric vehicle portfolio, thus redefining this brand strategy.”
Among the eye-catching displays at the Seoul Mobility Show were the Asia premiere of the collaborative model ‘Project Mondo G’ with leading fashion brand Moncler and the limited edition ‘The New Mercedes-Maybach S 680 4MATIC Virgil Abloh Edition,’ a collaboration with the late fashion icon Virgil Abloh, making its first appearance in Korea.
First unveiled at London Fashion Week during the Moncler show in February, Project Mondo G, which combines the design codes of the Mercedes-Benz G-Class and Moncler, offers a unique collaboration show car. The exhibition space for Project Mondo G at this mobility show is designed to evoke the atmosphere of the Moncler show, where the vehicle was first unveiled, enhancing the overall experience.
Project Mondo G represents Moncler’s first partnership with an automotive brand, merging the iconic features of the off-road vehicle G-Class with Moncler’s unique padded jacket style. This dramatic contrast highlights the angular design of the G-Class against the flowing lines of Moncler’s signature quilted fabric. Additionally, the vehicle features a rust-like surface treatment that conveys a sense of long-lasting aesthetic, emphasizing the functionality and practicality of the G-Class while contrasting visually with the reflective padding, showcasing its identity as a luxury vehicle.
Also unveiled for the first time in Korea is the ‘The New Mercedes-Maybach S 680 4MATIC Virgil Abloh Edition’, inspired by Project Maybach.
The New Mercedes-Maybach S 680 4MATIC Virgil Abloh Edition is an exclusive limited edition model designed by artist, architect, creative director, and fashion designer Virgil Abloh in collaboration with Gordon Wagener, Chief Design Officer at Mercedes-Benz Group AG. Completed shortly before Abloh’s untimely passing in November 2021, only 150 units of this model will be released worldwide. The exterior and interior design evoke Abloh’s artistic vision intertwined with Maybach’s exceptional craftsmanship, featuring unique two-tone colors and logos throughout.
This marks the second collaboration project between Mercedes-Maybach and the late fashion icon Virgil Abloh, with Project Maybach’s electric show car concluding its Asia tour at the 2023 Seoul Mobility Show.
The highlight of the show was the world premiere of the luxury roadster The New Mercedes-AMG SL 63 4MATIC+, which has garnered much anticipation ahead of its release in April.
The theme of Mercedes-Benz Korea’s exhibition, “The Star is Reborn,” reflects the company’s vision of reinterpreting luxury and expanding its electrification portfolio while also signifying the core message for the show’s highlight model, ‘The New Mercedes-AMG SL 63 4MATIC+’.
The New SL is a complete overhaul of the seventh-generation luxury roadster, reinterpreting 70 years of SL heritage in a modern context. It maintains the classic SL family look while blending the contemporary sensuous simplicity of modern Mercedes-Benz with the sporty essence of AMG, creating a unique emotional appeal.
As the first SL model independently developed by the luxury performance brand Mercedes-AMG, the seventh-generation New SL is equipped with powerful driving performance while retaining practicality for everyday driving. It is expected to redefine the standards for luxury roadsters upon its launch in April.
At the press day of the 2023 Seoul Mobility Show on March 30, actor Ju Ji-hoon, the Mercedes-Benz Korea AMG brand ambassador, graced the occasion to celebrate the launch of the New Mercedes-AMG SL.
Mercedes-Benz Korea presented two new electrification strategy models: the luxury business electric SUV The New EQE SUV and the high-performance luxury business electric sedan The New Mercedes-AMG EQE, both making their debut in Korea.
The New EQE SUV is an all-around ‘perfect model’ that combines luxurious interior and exterior design, advanced Mercedes-Benz technology, and the versatility of an SUV. With a remarkable aerodynamics coefficient of 0.25Cd, it boasts an advanced luxury design, ample interior space, and various conveniences from the EQE sedan for enhanced comfort.
The New Mercedes-AMG EQE showcases the future of electric driving performance, being the second high-performance electric sedan introduced by the luxury performance brand Mercedes-AMG after the Mercedes-AMG EQS, featuring superior performance and the fastest acceleration among Mercedes-Benz’s electric vehicles.
The dedicated electric dual motor of AMG, along with specialized suspension, brakes, sound, exterior, and interior design solutions, provides an exhilarating and sporty driving experience unique to AMG. Mercedes-Benz Korea plans to launch The New Mercedes-AMG EQE 53 4MATIC+ in April.
Additionally, the recently released EQS 580 4MATIC SUV, Mercedes-AMG EQS 53 4MATIC+, EQE 350 4MATIC, EQE 350+, and other electrification strategy models will also be displayed, capturing the attention of visitors.
Mercedes-Benz Korea also introduced a special edition model, the ‘Mercedes-AMG G 63 K-Edition20’, to commemorate its 20th anniversary in Korea. The high-performance model of the legendary off-roader G-Class, the ‘Mercedes-AMG G 63,’ has been reborn with new G Manufaktur exterior colors and unique design elements exclusively for Korean customers. This limited edition is available in two special exterior colors reminiscent of the traditional Taegeuk symbol, with a total of 50 units sold in Korea, 25 of each color.
Alongside the art-inspired exhibition booth concept of ‘Art Gallery,’ Mercedes-Benz Korea offered various programs and content for visitors, including a 20th anniversary exhibition and consultation booth, as well as a test-drive experience event.
At the booth, visitors can view the ‘Mercedes-Benz Korea 20th Anniversary Wall,’ displaying representative vehicles and halo brands, network activities, and CSR initiatives from the past two decades of Mercedes-Benz in Korea. Additionally, a special area on the second floor, ‘Project Maybach Behind the Scenes,’ will feature an arcade game experience that allows participants to drive the Project Maybach off-road, providing a unique way to engage with the concept of Maybach through gaming.
Lee Sang-jin daedusj@autodiary.kr