Mercedes-Benz Korea names sales network expert as new CEO

Shirin Emeera, who has been named chief executive officer (CEO) and president of the German automaker's Korean unit, effective July 1, 2026 / Courtesy of Mercedes-Benz Korea

Mercedes-Benz Korea said Thursday it has appointed Shirin Emeera, a veteran sales network specialist at Mercedes-Benz AG, as its new chief executive officer (CEO), as the company seeks to expand its presence in Asia's fourth-largest economy.

Emeera will succeed current CEO Mathias Vaitl, who will take over as head of Marketing & Sales Vans at Mercedes-Benz AG on July 1, the company said in a statement.

Vaitl, who has led Mercedes-Benz Korea since September 2023, oversaw steady growth and spearheaded key initiatives, including the launch of the world's first Maybach Brand Center in Seoul and the Mercedes-Benz SUV Experience Center.

The company also introduced its "Retail of the Future" (RoF) business model under his leadership. Set to take effect April 13, the model will allow Mercedes-Benz Korea to sell vehicles directly to customers, shifting away from the traditional dealership-based sales structure.

Emeera currently serves as head of Dealer Model Market Management & Global Network Development at Mercedes-Benz AG. She brings more than 20 years of international experience across major markets, including Sweden, Denmark, China and Brazil.

Most recently, as CEO of Mercedes-Benz Sweden and Denmark, she led both markets to the top position in the premium segment and advanced the brand's transition toward electrification.

"I am incredibly honored to take on the leadership of Mercedes-Benz Korea, one of the most influential and trend-setting markets in the global automotive industry," Emeera said. "I look forward to building upon the strong foundation laid by my predecessors and working closely with our Korean team and dealer partners to deliver exceptional customer experiences and drive sustainable growth."

Despite the shift to direct sales, the company said its dealership network will continue to play a key role by operating showrooms, engaging customers in person and supporting the purchasing process.

For all of 2025, Mercedes-Benz Korea sold 68,467 vehicles in the Korean passenger car market, up 3.1 percent from a year earlier. Sales at its rival BMW Group Korea rose 4.5 percent to 85,283 units, according to the Korea Automobile Importers & Distributors Association (KAIDA).