Mercedes-Benz Korea's domestic sales have taken a downturn. The decline is attributed to reduced sales of key models coinciding with the introduction of the direct sales system in April. Attention is now on whether the upcoming electric vehicle launches in the fourth quarter can reverse this trend.
According to the Korea Automobile Importers and Distributors Association, Mercedes-Benz Korea's cumulative sales from January to September this year totaled 43,249 units, a 10.4% decrease from 48,283 units during the same period last year. This decline aligns with the implementation of the Retail of the Future (ROF) policy in April.
From April to September, domestic sales fell to 27,387 units, down 17.2% from 33,068 units in the same period last year. This contrasts with a 4.3% increase in sales during the first quarter before the direct sales model was introduced.
Mercedes-Benz Korea has implemented the ROF system across all dealerships, which integrates vehicle pricing and inventory management. This move aims to standardize discount conditions that varied by dealer, enhancing price transparency and improving nationwide inventory management.
However, the initial phase of the new sales model has led to some confusion. Additionally, sales of key models have continued to struggle. The cumulative sales of the E-Class sedan, a flagship model for Mercedes, reached 17,365 units by September, an 11.8% decrease from 19,681 units in the same period last year. In contrast, the overall import car market in Korea grew by 24.1%, from 225,348 units to 279,729 units.
To boost sales, Mercedes-Benz Korea has intensified promotions, offering discounts of up to 20% on select models since August, but the sales slump persists.
The success of new vehicle launches in the fourth quarter will be crucial. The company plans to introduce the all-new electric sedan, the All-New Electric CLA, and the electric SUV, the All-New Electric GLC, to the domestic market. The recently launched new S-Class and Maybach S-Class are also expected to contribute to improved sales performance.
A representative from Mercedes-Benz Korea stated, "The ROF is a new system, and the change in sales methods required an adjustment period for both partners and customers. We expect to see tangible results from the end of this year into next year."
* This article has been translated by AI.
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