By Park Jin-hai
Mercedes-Benz Korea said it posted record high sales in 2015 and expects double-digit growth again this year.
“We grew 33.5 percent. We were the fastest growing brand among the big three premium cars in Korea. It is an all-time record for us,” said Mercedes-Benz Korea CEO Dimitris Psillakis during a press conference at the Shilla Hotel in Seoul, Wednesday. “Korea is the eighth largest Mercedes-Benz passenger car market in the world, just behind France and Italy.”
In 2015, Mercedes sold a total of 46,994 cars, while its accumulated sales in Korea exceeded 200,000.
Mercedes said that with the successful launch of 11 new models including the GLS premium SUV and the GLE coupe, it aims for double digit growth this year, selling at least 50,000 cars. That figure will outperform market growth of 8.5 percent that the Korea Importers and Distributors Association predicts for passenger cars.
With the national status in the global Mercedes group rising, he added that the company will invest 190 billion won in Korea this year, up 30 percent from the previous year, in expanding its sales network and infrastructure.
Mercedes will open three new showrooms and eight new service centers by the end of the year, increasing the number of showrooms to 41 and the number of service centers to 48. Its certified used car dealerships, StarClass, will be increased to 13 from the current five.
After-sales service that the company says is incremental for its future growth will also become strengthened. Mercedes will increase the number of workbays by nearly 20 percent, adding up 120 nationwide, while it will increase its number of employees to 3,600 from the current 2,940.
Its “holistic” social contribution programs will be given more emphasis as well, it said. Apart from investment in services and its workforce, the company will invest heavily in educating young children about road safety this year.
Regarding Hyundai Motor launching the luxury Genesis brand as its rival, Psillakis said he welcomes Hyundai entering the premium car market. “I think Hyundai entering this market is a big step forward for Korean customers, because all in all, it challengers us ― the premium brands ― to develop high quality customer services,” he said.