Mercedes-Benz’s August sales rise in Korea

[Courtesy of Mercedes-Benz Korea Ltd.]

Mercedes-Benz Korea Ltd. saw sales rise by more than 20 percent in August 2024 compared to the previous month. The upward trend was driven by an increase in internal combustion engine vehicle sales that offset a decline in electric vehicle (EV) sales following a recent fire incident.

According to data from the Korea Automobile Importers & Distributors Association that was released Wednesday, Mercedes-Benz Korea sold 5,286 units in August 2024, a 21 percent increase from July. This is the first sales data for imported cars that has been released since the fire incident involving a Mercedes-Benz EV.

In the same period, BMW Korea Co. sold 5,880 units, down 7.8 percent from the previous month. Despite the decline, BMW maintained its top position among imported brands and attributed the sales decline to supply issues with its flagship 5 Series model.

Despite concerns that the recent EV fire would severely damage the brand’s reputation and sales, Mercedes-Benz Korea’s strong performance was buoyed by a surge in internal combustion engine vehicle sales, particularly the new E-Class. The E-Class sold 2,237 units in August 2024, making it the best-selling imported car.

Sales of Mercedes-Benz Korea’s EVs, however, were significantly impacted. Sales of the EQE, the model involved in the fire, dropped sharply to 39 units, down 300 units from the same period in 2023 according to car data portal CarIsYou. Another electric model, the EQA, saw sales fall 52.2 percent month-on-month to 43 units in August 2024, while the luxury EQS model‘s sales declined by 26.3 percent to 28 units. It was also reported that some Mercedes-Benz owners filed for consumer protection with the Korea Consumer Agency, alleging they were misled about the battery manufacturer.

Tesla placed third in August’s imported car sales rankings with 2,208 units, followed by Volkswagen with 1,445 units and Lexus with 1,355 units.