SEOUL: Despite losing its top spot in South Korea's imported car market to BMW, Mercedes-Benz Korea's CEO, Mathias Vaitl, remains focused on enhancing customer brand experience rather than reclaiming the sales crown. In his first media interview since taking office in September last year, Vaitl explained that Mercedes-Benz's strategy is centered on delivering superior brand experiences and products to customers rather than competing for market leadership.
According to Yonhap News Agency, Mercedes-Benz was second in newly registered imported cars in 2023, marking the end of its eight-year lead. Vaitl attributed recent sales challenges to model transitions and geopolitical shipping disruptions but assured that customer satisfaction remains the company's top priority. Additionally, Vaitl discussed adjusting the company's electric vehicle (EV) strategy and plans to invest in building a high-performance charging network in South Korea.