Shirin Emira, CEO of Mercedes-Benz Korea, is set to accelerate the company's push into the luxury car market by introducing 11 new models in South Korea this year. Alongside this new vehicle rollout, the company aims to establish its newly introduced direct sales system (IOF) and enhance consumer trust.
During a media event on August 19 in Yeongwol, Gangwon Province, Emira stated, "We will showcase 11 models in the South Korean market this year," adding that the lineup will include a variety of products such as SUVs, sedans, and coupes.
Mercedes-Benz Korea's new offerings will feature four electric models, six updated versions of the S-Class, and the flagship family van, the V-Class. At the center of this extensive new model launch is the S-Class, which began pre-orders on May 18. In just three months, over 2,500 contracts have been signed for the new S-Class and the new Mercedes-Maybach S-Class.
Emira described the S-Class as "the most iconic model of Mercedes, setting new standards in innovation, safety, and quality through generations." She emphasized that the new S-Class elevates these standards by incorporating cutting-edge technology and unparalleled comfort.
This marks Emira's first official meeting with domestic media since she took the helm at Mercedes-Benz Korea last month. The S-Class has a significant history in South Korea, with the first 10 units of the second-generation S-Class, the 560 SEL (W126), being imported when the domestic market opened to foreign cars in 1987. Over the past 40 years, more than 100,000 units have been sold, solidifying its presence in Korean society. Mercedes-Benz has maintained a legacy of innovation since the world's first automobile was created in 1886.
Emira noted, "Heritage cannot be built overnight. It shapes the future," explaining that Mercedes aims to continue its pursuit of new technologies and innovations based on its long history and tradition.
Establishing the direct sales system (IOF) introduced this year is also a key task for Emira. Since April, Mercedes-Benz Korea has implemented the 'Retail of the Future (RoF)' system, which allows the headquarters to directly manage vehicle prices and inventory, ensuring consistent pricing and purchasing conditions across all dealerships nationwide.
Regarding the market situation following the change in sales methods, Emira stated, "The most important aspect of IOF is the customer experience," emphasizing that providing a single price and a consistent experience is the primary goal. She added, "It is crucial to clearly explain the process to customers and earn their trust," and expressed her commitment to focusing on collaboration to help Korean consumers adapt to the new business model.
* This article has been translated by AI.
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