Mercedes-Benz to bring smaller cars

By Kim Tae-gyu

Mercedes-Benz, one of the leading global brands in the domestic automotive market, plans to bring smaller models to Korea next year in order to strengthen its footing here across the board.

Mercedes-Benz Korea President Harald Behrend made the remarks Monday. The carmaker has been regarded as a representative player for large-sized premium sedans.

The CEO told the press conference that nothing is decided yet but added ``I am sure that a number of smaller cars will come to the market. The starting point will be next year.’’

Behrend said that such an initiative is geared toward attracting more young customers. They may start with compact sedans of Mercedes-Benz before moving to higher-end models later.

Up until now, Mercedes-Benz models have been mostly snapped up by those in their 40s or 50s with greater purchasing power in Asia’s fourth-largest economy rather than being loved as the first car of young motorists.

Behrend seems to believe that Mercedes-Benz will be able to expand to the younger demographic group through diversifying their lineup.

Then the Seoul-based entity would gain further momentum for its gravity-defying growth. Mercedes-Benz Korea sold a total of 16,124 cars in 2010, up 81 percent from a year ago.

Behrend, who took the reins at Mercedes-Benz Korea in 2007, also stressed that Korea is more than a sales market.

``Korea is not only an important market to sell our products but it is also a major source of our product parts supply. Since 2004, Daimler is running its purchasing office in Korea,’’ he said. Mercedes-Benz is a division of German-based Daimler AG Group.

``Parts for cars and trucks from more than 30 suppliers are being sourced and exported to Daimler production locations worldwide. The annual volume of business is higher than double-digit million euro figure and will be increased further in 2011 with new projects.’’

He said the company employs more than 1,700 people here including those at the firm’s dealerships. The firm is looking to increase the number by 10 percent this year.