Mercedes-Benz’s luxury flagship sedan, the ‘S-Class,’ has achieved cumulative sales of 100,000 units in Korea.
The S-Class has recorded a total of 100,911 units sold cumulatively as of the end of November this year since the official launch of the 4th generation Mercedes-Benz S-Class in 2003, surpassing the 100,000 mark. This figure includes all S-Class sedan models from Mercedes-Benz, Mercedes-Maybach, and Mercedes-AMG.
Matthias Beitl, the CEO of Mercedes-Benz Korea, stated, “The record of 100,000 units proves once again the heritage, high quality, and the symbolic status of the S-Class as a luxury flagship sedan in the Korean market. I sincerely thank all those who chose the S-Class, and we will continue to do our utmost to provide the best products and services that meet our customers’ expectations in the future.”
Notably, the Mercedes-Benz S-Class, which has driven the sales achievements, has been loved consistently as a representative of luxury flagship sedans, meeting consumers’ high expectations and diverse needs from the 4th generation model launched in 2003 to the current 7th generation S-Class launched in April 2021. In just 2022, 11,645 units were sold in Korea, ranking 3rd among the best-selling imported cars of 2022, an exceptional feat for a vehicle priced over 100-200 million won. From January to November 2023, a total of 8,378 units were sold, keeping it in 4th place for imported car sales, indicating its high popularity.
Taking it a step further, Mercedes-Benz Korea launched the Mercedes-Maybach S-Class in 2015, the highest-class luxury model that embodies ‘high-level luxury,’ thereby strengthening its portfolio in the top-end vehicle segment. The Mercedes-Maybach S-Class combines luxurious and special interior and exterior designs with the Maybach emblem, offering a superior luxury experience with various convenience features, establishing itself as an irreplaceable leader in the luxury flagship sedan segment, having sold 7,242 units in Korea since its launch in 2015.
Thanks to its popularity, Korea has maintained its position as the third-largest S-Class market globally since 2016. Additionally, the Mercedes-Maybach S-Class has secured its place as the second largest market worldwide since 2019.
The background of Korea becoming a major market for the S-Class can be attributed to the loyalty of domestic customers towards the S-Class and the brand itself. According to a survey of new car buyers conducted by Mercedes-Benz Korea in 2021-2022, domestic S-Class customers cited the luxurious exterior design, product reputation, and comfortable ride as the decisive factors for their purchase. The product’s reputation was identified as a key purchase decision factor, reinforcing the S-Class’s status as the representative luxury flagship sedan among imports. After purchase, comfortable ride quality was overwhelmingly preferred as a crucial factor.
On the other hand, the S-Class is the model that most clearly embodies Mercedes-Benz’s philosophy of ‘We don’t make anything but the best,’ having sold over 4 million units globally since its launch in 1951. The S-Class, deriving its name from the German term ‘Sonderklasse,’ meaning ‘special class,’ has continuously introduced various innovative technologies embodying the essence of Mercedes-Benz’s philosophy and technology as a premium luxury sedan. Advanced safety, driving, and comfort technologies, including the PRE-SAFE accident prevention system and Intelligent Drive, were first applied to the S-Class.
In Korea, the 2nd generation S-Class model, the 560 SEL (W126), was introduced as the ‘first imported car in Korea’ following the import car opening measures in 1987, and since the official launch of the 4th generation Mercedes-Benz S-Class through Mercedes-Benz Korea in 2003, it has consistently maintained its position as the representative luxury flagship sedan.
Lee Sang-jin daedusj@autodiary.kr