Launch of 2 New Cars, 2 Complete Redesigns, and 8 Partial Facelift Models
[Asia Economy Reporter Su-yeon Woo] Mercedes-Benz Korea, which set a record last year by selling 80,000 imported cars for the first time, will introduce 12 models to the Korean market this year. The company aims to simultaneously strengthen its electrification and luxury strategies, increasing the sales proportion of electrified vehicles to over 15%.
On the 1st, Mercedes-Benz Korea held a press conference at the Grand Hyatt Seoul in Yongsan-gu, Seoul, announcing its business plan for this year, which embodies the vision of luxury, electrification, and sustainability. This year, Mercedes-Benz Korea plans to launch a total of 12 vehicles, including 2 new models, 2 complete redesigns, and 8 partial redesigns.
Marking its 20th anniversary in Korea this year, Mercedes-Benz Korea surpassed 80,000 units in annual sales for a single brand for the first time among imported cars last year. As a result, Korea has grown into the fourth largest market worldwide for Mercedes-Benz, following China, the United States, and Germany. The 10th generation E-Class, which has been the best-selling imported car model since 2017, surpassed 200,000 units in cumulative sales as the first single model to do so, and the electric vehicle brand EQ achieved more than triple the growth compared to the previous year.
Executives of Mercedes-Benz Korea are taking a commemorative photo in front of the 'The New EQS SUV' vehicle ahead of the 2023 press conference held at Grand Hyatt Seoul on the 1st. (From left) Johannes Schun, Vice President of Product, Marketing, and Digital Business; Jo Myeong-a, Vice President of Network Development and Training Academy; Lee Sang-guk, Vice President of Sales; Tilo Grossman, Vice President of Customer Service; Stefan Albrecht, Vice President of Finance. Photo by Mercedes-Benz Korea
Starting with the EQS SUV unveiled on this day, Mercedes-Benz Korea plans to expand its luxury electric vehicle lineup up to the EQE SUV scheduled for release in the second half of the year. The EQS SUV is the first electric SUV to apply Mercedes-Benz’s dedicated electric vehicle platform, 'EVA2.' The introduction of this dedicated electric vehicle platform has enabled a spacious and luxurious interior, and it can travel up to 495 km on a single charge.
Additionally, the 7th generation AMG SL, a luxury roadster, will be introduced in the first half of the year, and the globally best-selling 3rd generation GLC mid-size SUV will also be launched within the year. The launches of the ▲GLA ▲GLB ▲GLE and GLE Coupe ▲GLS ▲CLA ▲A-Class hatchback and sedan are also planned.
Having set a record of 80,000 units sold last year, Mercedes-Benz Korea plans to focus on qualitative growth that enhances customer satisfaction rather than quantitative growth by increasing sales volume this year. Lee Sang-guk, Vice President of Sales at Mercedes-Benz Korea, said, "If customer satisfaction is realized, an increase in sales volume naturally follows," adding, "We aim to grow into a company that excels in customer satisfaction rather than sales volume when compared to competitors."
At the Mercedes-Benz Group level, as the domestic market has grown into a large market, coexistence with Korean society is also an important aspect to consider. Since its launch, the Mercedes-Benz Social Contribution Committee has donated a cumulative total of 40.4 billion KRW, and the Mercedes-Benz R&D Korea Center, which serves as the Asian hub for future vehicle research and development, will increase its workforce by about 50% this year.
Lee Sang-guk, Vice President of Mercedes-Benz Korea, is presenting this year's product strategy at a press conference held at the Grand Hyatt Seoul on the 1st. [Photo by Mercedes-Benz Korea]
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