Mercedes-Benz doubles down on high-end strategy in Korean market

At the 2025 Seoul Mobility Show, Mercedes-Benz Korea gave visitors a glimpse of where luxury driving is headed. Alongside its latest premium models, the brand introduced a range of personalized services designed to reflect the evolving tastes of Korean consumers.

This initiative is part of Mercedes-Benz Korea’s broader strategy to elevate its luxury positioning in 2025. By launching high-end vehicles and tailored experiences, the company continues to align with its global vision: “The world’s most desirable cars.”

Leading the lineup was the Korean debut of the fully redesigned second-generation Mercedes-AMG GT — a bold, two-door coupe that delivers true sports car performance while staying rooted in the brand’s signature design DNA.

Also making its debut was the Mercedes-AMG CLE 53 4MATIC+ Coupe. With clean lines, powerful performance and cutting-edge technology, the model is set to launch in Korea in the second half of the year.

Taking exclusivity to the next level, Mercedes-Benz Korea showcased the limited-edition AMG E 53 Hybrid 4MATIC+ Edition 1. With just 10 available in Korea, the model pairs hybrid innovation with striking design and is priced at 160.8 million won ($112,000).

To meet growing demand for personalization, the brand also presented its flagship “Manufaktur” customization program, giving discerning customers the opportunity to match every detail — from leather texture to interior finishes — to their individual tastes.

Sales continue to underscore the brand’s strong presence in Korea. The 11th-generation E-Class was once again the best-selling imported model in 2024, maintaining its top spot for the tenth consecutive year. The G-Class recorded a sales high of 2,613 units, with both the G-Class and Mercedes-Maybach surpassing 10,000 cumulative sales in the country.

The S-Class also led sales in the imported full-size internal combustion sedan segment, according to the Korea Automobile Importers & Distributors Association.

Since 2016, Korea has been the third-largest global market for the S-Class, following only China and the United States — further proof that Mercedes-Benz remains the preferred choice for Korea’s luxury drivers.