Seoul: Mercedes-Benz Korea announced the appointment of Shirin Emeera, an experienced sales network specialist from Mercedes-Benz AG, as its new chief executive officer. The company aims to strengthen its foothold in Asia's fourth-largest economy with this leadership change.
According to Yonhap News Agency, Emeera will replace Mathias Vaitl, who will assume the role of Head of Marketing and Sales Vans at Mercedes-Benz AG on July 1. Vaitl, who has been at the helm since September 2023, has been instrumental in driving growth and launching key initiatives. His tenure saw the introduction of the world's first Maybach Brand Center in Seoul and the establishment of the Mercedes-Benz SUV Experience Center.
Under Vaitl's leadership, the company also rolled out the "Retail of the Future" (RoF) business model, which will commence on April 13. This model marks a significant shift from the traditional dealership-based sales structure, allowing Mercedes-Benz Korea to sell vehicles directly to consumers.
Emeera, currently head of Dealer Model Market Management and Global Network Development at Mercedes-Benz AG, brings over 20 years of international experience. Her previous roles include CEO of Mercedes-Benz Sweden and Denmark, where she led the markets to a leading position in the premium segment and propelled the brand's move toward electrification.
Emeera expressed her enthusiasm for her new role, stating, "I am incredibly honored to take on the leadership of Mercedes-Benz Korea, one of the most influential and trend-setting markets in the global automotive industry. I look forward to building upon the strong foundation laid by my predecessors and working closely with our Korean team and dealer partners to deliver exceptional customer experiences and drive sustainable growth."
Despite the transition to direct sales, Mercedes-Benz Korea emphasized that its dealership network will remain vital. Dealerships will continue to operate showrooms, engage with customers, and support the purchasing process.
In 2025, Mercedes-Benz Korea sold 68,467 vehicles in the Korean passenger car market, marking a 3.1 percent increase from the previous year. Meanwhile, sales at rival BMW Group Korea grew by 4.5 percent, reaching 85,283 units, as reported by the Korea Automobile Importers and Distributors Association (KAIDA).