Mercedes to take back the throne with E-Class, Maybach showroom

The German automaker on Friday introduced the new E-Class in Korea, its first full revamp in eight years. Korea is the world’s largest market for the E-Class; it has been the best-selling imported car for eight consecutive years.

From left, Mathias Vaitl, CEO of Mercedes-Benz Korea; Oliver Thone, vice president of product strategy and steering of Mercedes-Benz AG; and Kilian Thelen, vice president of product, marketing, and digital business at Mercedes-Benz Korea, pose for a photo with the new E-Class at a press event Friday in southern Seoul. [MERCEDES-BENZ KOREA]

Unlock your Mercedes with your iPhone or Apple Watch. Forgot that you have a Zoom meeting in five minutes? Join it through the massive screen that covers almost the entire dashboard.

Mercedes-Benz is again seeking out the top spot in Korea’s imported auto scene with the launch of the new E-Class and the world’s first Maybach-dedicated showroom.

The German automaker on Friday introduced the new E-Class in Korea, its first full revamp in eight years. Korea is the world’s largest market for the E-Class; it has been the best-selling imported car for eight consecutive years.

“Mercedes is set to launch a total of nine new vehicles in Korea this year including the latest E-Class; two new EVs and five fully revamped models,” said Mathias Vaitl, CEO of Mercedes-Benz Korea, during the launching event Friday at Coex in Gangnam District, southern Seoul.

“The new E-Class incorporates advanced digitalization and personalization in addition to its unique heritage, technology and safety to solidify its reputation as the most intelligent business sedan.”

The latest E-Class [MERCEDES-BENZ KOREA]

The E-Class comes with various new technologies that suit Koreans’ tastes in terms of digitalization.

It offers a digital key, allowing iPhone and Apple Watch users to use their device as a car key to start and unlock the vehicle. Mercedes will expand the service to Galaxy users by the second half of the year.

The series is also the first Mercedes to include the TMAP service, a favorable navigation application among Koreans.

A variety of apps such as YouTube, Zoom and TikTok are available, including local apps such as Melon, Korea’s largest music streaming service.

The E-Class will be available in seven lineups, with all models equipped with electrified engines. Three of the seven will be introduced in the first quarter, and four in the second half including a plug-in hybrid.

Mathias Vaitl, CEO of Mercedes-Benz Korea, discusses the company's business plans at a press event Friday in southern Seoul. [MERCEDES-BENZ KOREA]

The plug-in hybrid will feature an electric motor with a maximum power output of 95 kilowatts and can drive up to 115 kilometers based on WLTP standards.

“One out of three Mercedes sold in Korea was E-Class last year,” Oliver Thone, vice president of product strategy and steering of Mercedes-Benz AG, said during the event. “We applied the taste and interest of Korean customers since the very beginning development phase of the latest E-Class.”

“The exclusive line was specifically requested of the Korean market, and now we sell them globally; Born in Korea goes internationally.”

The sticker price of the E-Class starts at 73.9 million won ($55,300) in Korea. The price of the E300 4 Matic Exclusive, which is the most popular model among Koreans, rose 15 percent to start at 89.99 million won.

Mercedes said it is also opening its first Maybach-dedicated showroom in Gangnam District, southern Seoul, in the fourth quarter.

Interior of the latest E-Class [MERCEDES-BENZ KOREA]

The 2,500-square-meter (26,910-square-foot) showroom will be the world’s first of its kind for the luxury brand, beating even China, the No. 1 market for Mercedes in terms of sales.

Mercedes is also set to introduce its first electric model in Korea this year. The Maybach EQS will be able to run more than 600 kilometers (370 miles) per single charge and will generate up to 649 horsepower.

The German automaker also said it will build 150 of its 350-kilowatt EV chargers at 25 sites across Korea by 2025.

The decision comes as its rival BMW announced it will install 1,000 chargers in Korea this year, to bring its total to 2,100.

The E-Class will play the most powerful role in Mercedes reclaiming its crown in the Korean market.

Mercedes, who was the No. 1 imported brand for seven consecutive years until 2022, lost the throne to BMW last year. BMW sold 77,395 cars in Korea in 2023, followed by Mercedes' 76,697.

BY SARAH CHEA [chea.sarah@joongang.co.kr]