Mercedes-Benz Korea said March 19 it has appointed Shirin Emeera, head of Mercedes-Benz in Sweden and Denmark, as its new CEO. She will officially begin her term July 1.
The company described Emeera as a global leader with more than 20 years of experience at Mercedes-Benz. It said she led the Sweden and Denmark businesses to No. 1 in the premium segment in both markets. She currently oversees dealer model market management and global network development at Mercedes-Benz AG.
A Mercedes-Benz official said Emeera is a leader with an entrepreneurial mindset who can drive strategic growth in challenging conditions, adding that the appointment was made to further strengthen the company’s position in South Korea.
Emeera said it is meaningful to lead Mercedes-Benz Korea in South Korea, which she called one of the most influential and trend-leading markets in the global auto industry. She said she will work closely with the Korea team and dealer partners to deliver a differentiated customer experience, building on the company’s solid foundation in the market.
Meanwhile, current CEO Matthias Geisen was appointed to a promotion effective July 1 as head of marketing and sales for the vans division at Mercedes-Benz AG in Stuttgart, Germany.
Since taking the top job at Mercedes-Benz Korea in September 2023, Geisen has been credited with opening the world’s first Seoul Maybach Brand Center and an SUV Experience Center, and with successfully introducing a new sales approach called “Retail of the Future.”
Geisen thanked South Korean customers and business partners for their continued trust and support. He said he will support growth in the South Korean market from headquarters, drawing on his experience leading what he called a dynamic and high-standard market.
* This article has been translated by AI.
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