Mercedes-Benz Korea to Launch 9 New Models This Year, Including 2 Pure Electric Vehicles (Comprehensive)

Klein New President: "Apologetic About 'Diesel Issue'... Will Actively Cooperate with Korean Government's Request"

[Asia Economy Reporter Ki-min Lee] Mercedes-Benz Korea is set to maintain its position as the number one imported car brand for the sixth consecutive year by launching a total of nine new models this year, led by two pure electric vehicles.

Thomas Klein, the newly appointed president of Mercedes-Benz Korea, announced this during an online press conference held on the morning of the 27th under the theme "Drawing a Sustainable Future Together." This press conference was the first official event since Klein took office on the 1st of this month.

Last year, Mercedes-Benz Korea recorded sales of 76,879 units by launching eight completely redesigned models and six facelift models, along with the success of sports utility vehicles (SUVs), Mercedes-AMG, and electrified models, securing the top spot in the imported car market for five consecutive years. This year, to maintain the number one position, the company plans to continue its success by launching a total of nine new models, including seven completely redesigned models and two facelift models, focusing on Mercedes-Benz, Mercedes-Maybach, Mercedes-AMG, and Mercedes-EQ.

In addition to launching pure electric vehicles, Mercedes-Benz Korea will expand related infrastructure by extending EQ-exclusive charging facilities and EQ-exclusive service centers staffed with specialized technicians and service advisors to service centers nationwide, thereby contributing to the establishment of an eco-friendly mobility environment. Furthermore, the company will open the first-ever "AMG Brand Center" in Sinsa-dong, Gangnam-gu, Seoul, where customers can experience Mercedes-AMG.

President Klein said, "I am pleased to be appointed as the new president of Mercedes-Benz Korea, a company that continues to grow with the trust and love of its customers," adding, "At a time when the global automotive industry is undergoing a major transformation in preparation for a sustainable future mobility era, we will continuously pursue innovation."

During the Q&A session, Klein and other executives answered questions. When asked about Mercedes-Benz Korea’s goals for this year, Klein said, "Mercedes-Benz Korea has maintained good growth records over the past few years. I humbly express my gratitude as these achievements were made possible by the love and trust of our customers," adding, "We will achieve results based on delivering the best experience to our customers and will definitely carry out social contribution activities."

Regarding the possibility of changes in the pricing policy of the Mercedes-Benz EQC due to the government’s eco-friendly vehicle subsidy policy excluding electric vehicles priced above 90 million KRW, Klein said, "I have rarely seen such active involvement in electric vehicles as in Korea," and added, "We are grateful that the authorities provide subsidies which have triggered the mobility transition. When offering various products, we will strive to be chosen by Korean customers with the best proposals," avoiding a direct answer.

When asked about the diesel emissions manipulation issue and related plans, Klein said, "We apologize for the inconvenience caused by this incident," and added, "We will actively cooperate with the authorities’ requests." He emphasized, "We have a firm commitment to support the Korean market 100%," and "Since we are communicating with the headquarters in Germany, we will respond promptly and timely to any requests from Korean authorities." However, he refrained from providing further details, stating, "As the situation is still ongoing, it is difficult to provide more detailed information." Last May, the Ministry of Environment imposed a fine of 77.6 billion KRW on Mercedes-Benz Korea for illegally manipulating emissions of diesel vehicles sold domestically. Mercedes-Benz Korea is currently undergoing an appeal process.

In his closing remarks, Klein introduced Mercedes-Benz’s concept car, the 'Vision AVTR.' The Vision AVTR was first unveiled at the world’s largest IT and electronics exhibition, CES, last year. Klein said, "We are introducing the Vision AVTR for the first time in Asia here in Korea," adding, "It is a vehicle that well represents the transition to future vehicles, showcasing sustainability and eco-friendliness."

Thomas Klein, President of Mercedes-Benz Korea, introducing the Mercedes-Benz concept car Vision AVTR

This content was produced with the assistance of AI translation services.