Mercedes-Benz Korea aims to further strengthen its leadership achieved in the luxury vehicle and electric vehicle markets last year by launching nine new vehicles this year.
On the morning of the 19th, Mercedes-Benz Korea held a press conference at the COEX exhibition center in Gangnam, Seoul, attended by Oliver Tene, Vice President of Product Strategy and Operations at Mercedes-Benz AG, Matthias Weihte, President, and Kilian Tellen, Vice President of Product, Marketing, and Digital Business. They introduced the new E-Class for the first time in Korea while unveiling their 2024 new car launch plans and business strategies.
At the press conference, Mercedes-Benz Korea announced they would introduce a total of nine new vehicles this year, starting with the launch of the new E-Class, which includes five completely redesigned models and new vehicles such as the CLE Coupe, CLE Cabriolet, the Mercedes-Maybach EQS SUV, and the electric G-Class, along with four facelifted models including the Mercedes-Maybach GLS, EQA, EQB, and G-Class.
Furthermore, they are set to open the world’s first Mercedes-Maybach brand center in Apgujeong-dong, Gangnam, which will be dedicated solely to the Maybach brand while incorporating high-output EV charging facilities with up to 350kW, leading innovative customer experiences.
Last year, focusing on luxury and electric vehicles, Mercedes-Benz Korea sold a total of 76,697 vehicles, achieving a record of 2,596 sales for the luxury Maybach brand, which is a 32% increase year-on-year, and it sold 2,169 G-Class units, marking the highest sales since its first launch in Korea in 2012. Additionally, they sold 9,184 electric vehicles—a remarkable 83.4% increase compared to the previous year, achieving their highest performance since they began selling electric cars in 2019.
Matthias Weihte, President of Mercedes-Benz Korea, stated, “Last year, Mercedes-Benz successfully communicated its direction and vision for the luxury and electrification market to customers,” adding, “This year, we will offer an unparalleled customer experience through new infrastructure, innovative technologies, and differentiated brand activities, effectively redefining the meaning of a leading luxury automobile brand.”
Beginning with the 11th generation full model change of the E-Class, referred to as the ‘heart of the brand,’ Mercedes-Benz Korea plans to launch the sporty and elegant dream cars, the Mercedes-Benz CLE Coupe and CLE Cabriolet in the first half of the year, and the Mercedes-Maybach EQS SUV, the brand’s first pure electric SUV, along with the electric G-Class in the second half, introducing a total of five new vehicles.
Additionally, they plan to sell four facelifted vehicles, including the flagship SUV, the Mercedes-Maybach GLS, and the compact electric SUVs EQA and EQB, which will also be launched in the first half of the year, while the iconic off-road G-Class will be newly released in the second half.
The E-Class is a model that enjoys overwhelming support among domestic customers, as the 10th generation E-Class was the best-selling imported car model in Korea for eight consecutive years since its release in 2016. In 2022, it became the first imported car model in Korea to surpass 200,000 units. The 11th generation E-Class that is set to launch will maintain the values of the existing business sedan while providing a new digital experience upgraded with the 3rd generation MBUX infotainment system and applying electrification technology across all models to improve driving performance and advanced safety and convenience features.
The Mercedes-Benz CLE, available in both Coupe and Cabriolet versions, is a model that harmoniously integrates the concepts and technological innovations of the C-Class and E-Class. It features elegant design that embodies the Mercedes-Benz design philosophy of ‘Sensual Purity’ and continues the tradition of the Mercedes-Benz dream car, boasting an electric powertrain that offers dynamic and sporty driving performance.
The Mercedes-Maybach EQS SUV combines the unique luxury of Maybach with the superior technology of the EQS SUV, featuring a sophisticated exterior design, exquisitely crafted comfortable interior space, and offering powerful electric driving performance with a maximum output of 484 kW and a maximum torque of 950 Nm. It is equipped with high-end comfort features, including the Maybach driving program that completes the driving experience and executive seating with a chauffeur package, providing an exceptional and comfortable driving environment.
This year, Mercedes-Benz Korea plans to open one new dealership, two service centers, and one certified pre-owned showroom, expanding its network to a total of 65 dealerships, 79 service centers, and 25 certified pre-owned dealerships across key locations nationwide.
The world’s first Maybach brand center is set to open in the fourth quarter of this year, with a total floor space of approximately 2,500 square meters, dedicated entirely to showcasing the Maybach brand experience. Through this center, Mercedes-Benz Korea aims to enhance its position as a top luxury brand in the domestic market while providing customers with top-tier value and experiences.
A high-output charging network for electric vehicle drivers will also be newly established this year. This state-of-the-art charging infrastructure will provide up to 350kW of charging power, ensuring a fast and convenient charging experience for all Mercedes-Benz electric vehicle customers and other electric vehicle drivers in Korea. Mercedes-Benz Korea plans to establish 25 high-output charging facilities by 2025.
Since its launch in June 2014 under the official slogan ‘Mercedes-Benz Promise,’ the Mercedes-Benz Social Contribution Committee is celebrating its 10th anniversary this year and has contributed approximately 46.4 billion won to the Korean society, maintaining a long-term commitment. The committee plans to strengthen its social contribution activities to foster coexistence with the local community as it marks its 10th anniversary.
As part of this initiative, the Mercedes-Benz Social Contribution Committee is preparing to introduce a new program this year aimed at establishing a shelter for children suffering from neglect and abuse, allowing them to grow and learn in a safe and healthy environment.
Lee Sang-jin daedusj@autodiary.kr