Mercedes-Benz Korea is set to open its fifth global brand lifestyle experience space in Seoul. This initiative aims to enhance customer engagement while moving away from traditional brand images, coinciding with a series of new vehicle launches planned for the near future.
On May 19, Mercedes-Benz Korea will officially open the 'Mercedes-Benz Studio Seoul' and announced that studios will be established in 18 major cities worldwide.
The Mercedes-Benz Studio serves as a space for connecting with customers and sharing brand values and lifestyle experiences. Seoul will be the fifth location, following Copenhagen, Stockholm, Tokyo, and Prague.
Matthias Baitel, CEO of Mercedes-Benz Korea, stated, "Korea is one of the most important markets for Mercedes-Benz globally, which is why we are opening this studio. We will also unveil new vehicles here, allowing customers to experience our brand's future direction and vision firsthand." Mercedes-Benz Korea plans to introduce 11 new models to the Korean market in the second half of this year.
The first models to be officially launched in the third quarter are the updated 'The New Mercedes-Benz S-Class' and 'The New Mercedes-Maybach S-Class.' Both models will feature the Mercedes-Benz Operating System (MB-OS), with pre-orders starting today. The New Mercedes-Benz S-Class will be displayed at the Seongsu-dong studio for customers to view.
Additionally, the 'Mercedes-Benz The All-New CLA,' which will be the first model equipped with MB-OS, is expected to launch in Korea in the second half of this year. It will be available in hybrid and fully electric versions, having already received positive feedback after its European market debut last year.
As a result, Mercedes-Benz Korea's strategy for Software Defined Vehicles (SDV) is expected to begin with the S-Class and Maybach S-Class. With these models leading the way, the introduction of The All-New CLA featuring MB-OS will significantly expand Mercedes-Benz's lineup of vehicles based on its proprietary operating system in Korea.
Furthermore, Baitel commented on the 'Retail of the Future (RoF)' initiative, which began on April 13, stating that over time, it will prove to be a change suited to Korean customers. He noted, "A single price and a unified inventory system represent a significant change for us, and customer satisfaction has greatly improved in all countries where RoF has been implemented." RoF is a direct sales model that consolidates vehicle pricing and inventory management, which previously varied by dealer, allowing Mercedes-Benz Korea to manage it directly.
* This article has been translated by AI.
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