Mercedes-Benz Korea to Launch 10 New Models This Year, Accelerating Electrification Transition

Transition to Centralized Sales System

On January 22, Mercedes-Benz Korea announced its plan to launch ten new vehicle models in the domestic market this year and introduce a new sales approach called 'Retail of the Future,' aiming to deliver a customer-centric and differentiated brand experience.

The company will accelerate its transition to electrification with four new models: the All-New Electric CLA, the All-New CLA Hybrid, the All-New Electric GLC, and the All-New Electric GLB. In addition, six facelifted models, including top-tier vehicles and SUVs, will be introduced. To mark the 140th anniversary of Carl Benz's invention of the first automobile in 1886, a variety of special edition models are also planned for release.

The All-New Electric CLA. Mercedes-Benz Korea

Last year, Mercedes-Benz Korea introduced the Maybach SL under the Mercedes-Maybach brand, while the high-performance Mercedes-AMG brand diversified its portfolio with the second-generation GT, CLE Coupe, and Cabriolet, driving a sales increase of approximately 36% year-on-year.

The G-Class achieved its highest annual sales record, with 3,289 units sold, representing about 25% growth compared to the previous year. In the top-tier segment, Mercedes-Benz Korea recorded a sales increase of approximately 18% year-on-year. The brand's flagship best-selling sedan, the E-Class, sold 28,731 units last year, ranking first in imported internal combustion engine vehicle sales, while the GLC also set a new record with 9,333 units sold.

The All-New Electric GLC. Mercedes-Benz Korea

Mathias Vaitl, CEO of Mercedes-Benz Korea, stated, "This year, we are launching the largest new car release program in Mercedes-Benz history and, at the same time, introducing a new sales method to deliver a differentiated retail experience to our customers."

The first model to be unveiled this year, the All-New CLA, is the smartest, most emotional, and most efficient model in the brand's history. It is the first to feature MB.OS, which will revolutionize the relationship between vehicle and driver through generative artificial intelligence (AI). Based on the Mercedes-Benz Modular Architecture (MMA), it will be available as a pure electric vehicle and as a hybrid model equipped with enhanced 48V technology.

The All-New Electric GLC and All-New Electric GLB, both electric SUVs, will also be launched in the second half of the year. The All-New Electric GLC, the first fully electric SUV in the brand's best-selling GLC lineup, will debut the dedicated electric vehicle architecture MB.EA, setting a new standard for design, space utilization, driving performance, and efficiency in the mid-size segment.

Like the All-New CLA, the All-New Electric GLB is built on the MMA platform, offering generous space, an intuitive digital experience based on MB.OS, and excellent long-distance driving performance.

The All-New Electric GLB. Mercedes-Benz Korea

Meanwhile, Mercedes-Benz Korea will unify the previously varied pricing structures of its 11 dealerships, enabling customers to purchase vehicles under the same conditions nationwide. The company expects that centralizing sales and promotions, as well as streamlining customer contract and payment processes, will simplify dealer management work and enhance overall efficiency.