By Lee Hyo-sik
Mercedes-Benz will mobilize more resources to double its sales of sport utility vehicles (SUVs) in 2016 from this year to capitalize on this rapidly-growing segment, the head of the firm’s Korean unit said Tuesday.
Mercedes-Benz Korea CEO Dimitris Psillakis said the German automaker will continue to invest a substantial amount of money to open more showrooms and customer service centers, as well as hire more workers.
“SUVs account for about 7 percent of our sales here. We would like to double the share to 14 percent in 2016,” Psillakis said during a media event at the Muju Resort, North Jeolla Province, Tuesday. “The SUV segment is an important contributor to our growth and can play a larger role in bolstering our presence in Korea. Our SUV offensive is in full swing and we will keep our SUV story rolling for 2016.”
The CEO said the automaker will introduce the new GLC and the new GLE SUVs in January.
“There are many off-road or sport utility vehicles in the world, but Mercedes-Benz first defined the truly iconic ones,” he said. “Among them, I am proud to unveil the new GLC and the new GLE exclusively, prior to their official launch in January, 2016.”
The new GLC, a mid-size SUV, will allow Mercedes-Benz customers to experience modern and authentic styling with high quality materials and comfort, yet sporty driving, Psillakis said. “The new GLE, a full-size SUV with the authentic brand look, will usher in a combination of tradition and modernity with an unrivalled level of comfort and safety.”
Mercedes-Benz Korea’s full SUV line-up ― the GLA, the new GLC, the new GLE, and the G-Class ― will enable customers to enjoy an urban lifestyle, with sporty, on-and off-road experiences in compact, mid-size and luxury full-sized SUVs, the CEO said.
“We will introduce additional SUV models throughout 2016 to attract the growing number of Korean motorists seeking to experience off-road challenges with our premium SUVs,” Psillakis said. “In the second half of the year, we will introduce the new GLS and the new GLE Coupe to our Korean customers.”
He then said that thanks to its new model launches this year, its sales rose 28.2 percent in the first 10 months of the year from the same period last year.
“Our dedication to providing star-quality service has yielded encouraging recognition as we ranked No.1 in the Consumer Insight customer satisfaction index in both sales and after sales for six consecutive years among premium German brands,” he said.
This year, the carmaker has increased its showroom area by 36 percent, service centers by 18 percent and work bays by 25 percent from the previous year.
“We also invested 25 billion won to construct a training center to ensure the delivery of the highest-level customer satisfaction possible by advancing the professionalism of our employees,” Psillakis said. “We will continue to open more showrooms, service centers and other facilities to upgrade our customer service.”