Mercedes-Benz launches new E-Class sedan in Korea

Mercedes-Benz launched its new E-Class sedan, which has been the top-selling import car model in Korea for eight years in a row, including last year, the German luxury carmaker said, Friday.

The 11th-generation E-Class sedan is the successor to the 10th-generation model, which was a huge hit here, becoming the first imported car to surpass the 200,000-sold mark.

Korea was the country with the most sales of the E-Class sedan when compared globally from 2018 to last year.

Mercedes-Benz Korea said that the new 11th-generation E-Class features a redesigned exterior and the third-generation MBUX infotainment system, which offers a new digital experience.

“The E-Class has a very special place in the hearts of Korean customers. It achieved that remarkable feat of reaching 100,000 sales in 2019 and surpassed this achievement with a staggering 200,000 sales in 2022. Since 2016, the E-Class has been the best-selling model in the import car market for eight consecutive years. Even at the end of its lifecycle. I think it truly demonstrates its unmatched popularity and enduring appeal among Korean customers,” Mathias Vaitl, CEO of Mercedes-Benz Korea, said during the launch event for the new model in Seoul.

“I would like to express my gratitude to our valued customers for their unwavering love for the E-Class. And I'm confident in assuring you that we will continue to write the successful story of the E-Class as we move forward,” he said.

The new E-Class comes in seven variations. Among them, the E300 4Matic Exclusive and the E300 4Matic AMG Line are the first to hit the market this month. Both trims are powered by inline four-cylinder gasoline engines and mated to a 9G-Tronic nine-speed automatic transmission.

A key feature of the new E-Class is the third-generation MBUX infotainment system, which enhances the digital experience and personalization. With the enhanced infotainment system, customers can enjoy YouTube, WebEx, Zoom, Angry Birds and TikTok inside the vehicle. Customers can also use Tmap Mobility’s navigation system, which is the most popular navigation app here.

The CEO also revealed that the German carmaker’s commitment to the Korean market as it plans to open a showroom dedicated purely to its high-end Maybach brand this year in Apgujeong, southern Seoul.

“We will evolve with a customer journey to ensure a seamless and satisfying experience. As a combination of these efforts, (the) Maybach brand center will open in Korea this year,” the CEO said. “This space spanning five floors and about 2,500 square meters located in Apgujeong will be only dedicated to unveiling Maybach portfolios and providing the ultimate luxury value and experience to our customers to further support our ambition in electric drive, and to provide the next level of charging experience.”