Mercedes-Benz Korea is boldly moving to regain its position at the top of the South Korean imported vehicle market, a spot it has lost to BMW for the past two years. This year, the brand is rolling out a comprehensive lineup of seven new models, focusing on performance and luxury, as part of its aggressive strategy to reclaim market leadership.
Among the standout models are the redesigned AMG GT and the Maybach SL, two of Mercedes-Benz’s most prestigious vehicles. Both cars generate significant buzz and are poised to impress enthusiasts with their exceptional performance and luxury.
Mercedes-Benz’s core strategic models are the high-performance coupe Redesigned AMG GT model and the Maybach SL. The AMG GT is a second-generation redesigned model that applies cutting-edge technologies such as rear-axle steering and an active aerodynamic system. It is characterized by providing powerful performance and a sophisticated driving feel.
The Maybach SL is a luxury roadster based on the AMG SL and is considered the sportiest model in the Maybach brand’s history. It is equipped with a 4.0-liter V8 twin-turbo engine that produces a maximum of 585 horsepower and a maximum torque of 81.6 kg·m. The engine’s optimized exhaust sound and tuned suspension offer even more refined driving performance.
The price is expected to be in the late $200,000 range by European standards.
From high-performance to SUVs and electric vehicles… Expanding the lineup
Mercedes-Benz Korea is significantly strengthening its SUVs, electric vehicles, and high-performance models lineup.
Various high-performance models are about to be launched, including the luxury sedan AMG E53 Hybrid 4MATIC+ and the AMG CLE 53 4MATIC+ coupe and convertible.
In the SUV market, the high-performance EQE SUV, the AMG EQE 53 4MATIC+ SUV, and the EQE 350+ SUV, which offers a long driving range, will be introduced. The well-received semi-large SUV GLE 350 4MATIC will also be added to the lineup.
This time, Mercedes-Benz Korea’s new vehicle launch is not simply a model expansion but appears to be a strategic move to regain the top spot in the South Korean imported vehicle market.
In 2024, BMW sold 73,754 units, surpassing Mercedes-Benz by 7,354, but Mercedes still maintains strong brand power. The E-Class has held the title of Best-selling imported vehicle model in South Korea since 2014, and the top brands, Maybach and G-Class, have proven their popularity by exceeding 10,000 units in cumulative sales in South Korea.
Matthias Weitl, CEO of Mercedes-Benz Korea, said, “We will provide customers with more diverse choices by introducing top models and strategic models this year,” and “We will once again solidify our position in the market through Mercedes-Benz’s innovative technology and brand value.”
Now, expectations are rising as to whether Mercedes-Benz Korea will be able to reclaim the top spot in the South Korean imported vehicle market with this new vehicle offensive.
