Major imported car brands to roll out new models in S. Korea this year

Major imported car brands including Mercedes-Benz and Audi are gearing up to roll out a wave of new models in South Korea this year, as they deepen cooperation with local partners and step up efforts to strengthen their presence in the Korean market. Volvo Cars is also joining the push with next-generation electric vehicles.

On Thursday, Dr. Jörg Burzer, Mercedes-Benz’s chief technology officer and head of development and procurement, said South Korea is “a very important country not only for vehicle sales but also for technology cooperation across the supply chain,” adding that the company wants to further strengthen partnerships with Korean firms.

Burzer visited South Korea to meet major local companies including Samsung Electronics, SK Group and LG to discuss cooperation in batteries, semiconductors and displays.

Mercedes-Benz recently announced that it will become the world’s first automaker to launch the compact sedan CLA equipped with NVIDIA’s autonomous driving platform Alpamayo. Burzer noted that the CLA is unlikely to offer Level 2 Plus autonomous driving functions in South Korea initially due to regulatory constraints, but said the feature would be provided as soon as regulations are revised. Mercedes-Benz plans to introduce the new CLA and the GLC Electric to the South Korean market.

On the same day, Audi Korea Executive Director Steve Cloete said at a New Year media briefing that Audi is in discussions with local mobility companies such as TMAP to enhance convenience for Korean customers. While he declined to name specific partners, he said the talks are at an advanced stage and are highly likely to be reflected in the South Korean market.

Audi plans to expand its core lineup this year, starting with the A6 and Q3. The new A6 strengthens efficiency through a mild hybrid system and advanced driver-assistance technologies, while the third-generation Q3 features digital matrix LED headlights.

Volvo Cars will also roll out its next-generation all-electric flagship models, the EX90 in the first half of the year and the ES90 in the second half.