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"The regulatory environment for electric vehicles (EVs) in Korea has developed positively. However, one regret is that I hope regulations could be introduced within a predictable timeframe from a long-term perspective."
On the 16th, Thomas Klein, President of Mercedes-Benz Korea, made this remark regarding the Korean government's EV subsidy policy. He explained that it is difficult for importers to respond as regulations change every year. Klein is scheduled to be 'promoted' and appointed as the Global Head of Product Management and Sales at Mercedes-Benz's German headquarters in July. Since his appointment, Mercedes-Benz Korea has solidified its position as a luxury brand, recording annual sales exceeding 80,000 units for the first time last year. Before leaving, he shared his affection for the Korean market along with advice for its development.
Klein emphasized that he is not criticizing Korea's EV policy. He said, "I believe the Korean government has established a regulatory environment for electric vehicles that is incomparable to other countries."
Nevertheless, he expressed regret about the annual changes in the subsidy policy. For example, this year, the EV subsidy criteria were lowered to 57 million to 85 million KRW, and it was difficult to prepare adequately for this. The regulations introduced in 2023 were only finalized at the end of January, making it hard to respond. He explained, "To import products delivered to Korean consumers from January 1 this year, orders must have been placed from July last year. Due to such regulatory notifications, it was impossible to prepare properly."
Despite these difficulties, he evaluated that the growth of their EV sales in Korea has been remarkable. Since his appointment in 2021, Klein has focused on increasing sales of luxury vehicles and EVs. As a result, Mercedes-Benz's EV sales last year grew more than eightfold compared to 2020. Sales of luxury lineup vehicles such as Maybach and AMG also approximately doubled during the same period. He said, "I fought hard with headquarters to bring more EV models into the Korean market. As a result, I am pleased that Maybach vehicle sales ranked second worldwide, AMG fifth, and we achieved first place in imported EV sales in Korea."
Klein stated that the Korean market is very important even from the perspective of the German headquarters. The position of President of Mercedes-Benz Korea is "a position that can only be attained by being selected within the organization." He emphasized, "There is even a dedicated department that fully considers whether to reflect the requirements coming from the Korean market into the products." He also revealed that about 60 engineers from Mercedes-Benz Korea participate in the research and development (R&D) department to apply technology suited to Korea.
He also mentioned that after his appointment at headquarters, he will continue to work hard for Korean customers and the market. He said the fully redesigned E-Class model to be released next year will focus on satisfying Korean consumers.
Finally, Klein said he regarded Korea more as his 'home' than just a workplace. He said, "The two and a half years passed very quickly, and I viewed Korea not as a workplace but as a home where my family and I live." He added, "There was a farewell party at the company, and I even cried. I will always remember what I learned in Korea, and if I am ever invited back to Korea, I will actively say 'yes.'"
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