Mercedes-Benz has targeted the South Korean market by showcasing high-performance new vehicles and personalized luxury cars. In the context of a downturn in the domestic imported car market, it is expanding investments considering the importance of South Korea.
Mercedes-Benz Korea unveiled the high-performance two-door coupe, the "Mercedes-AMG GT second-generation full model change," at the 2025 Seoul Mobility Show held in April. The AMG GT is a vehicle imbued with Mercedes' motorsport technology, characterized by dynamic driving capabilities.
Mercedes-Benz Korea introduced a high-performance version of the CLE coupe after it gained popularity in the domestic market last year. The model is the "Mercedes-AMG CLE 53 4MATIC Plus." This vehicle, which was first unveiled at the Seoul Mobility Show, features stable driving performance and the latest technology. The AMG CLE coupe is scheduled for release in the second half of this year.
Mercedes-Benz Korea also operates a bespoke luxury vehicle customization program called "Manufaktur Tour." Introduced at the Seoul Mobility Show, this program allows consumers to select high-quality interior materials directly. At the show, attendees were able to touch and experience various exterior paints, interior leathers, trims, and materials from Mercedes.
The South Korean market is important to Mercedes-Benz. With the launch of the 11th-generation full model change of the representative model, the E-Class, last year, Mercedes-Benz Korea reclaimed the top spot as the "best-selling imported car model in South Korea" that it has held since 2014. Additionally, the high-end model, the S-Class, is the third best-selling in South Korea among countries globally. Last year, the S-Class and Maybach vehicles were the most sold after the United States and China.
A representative of Mercedes-Benz Korea noted, "For over 140 years, Mercedes-Benz has led the automotive industry through continuous innovation," and added, "In line with our brand vision of providing ‘a car that everyone desires,’ we will offer top-tier vehicles that meet customer expectations."