New electric sedan, SUV debut on next-generation platforms, as automaker prioritizes customer experience over sales rankings
Mercedes-Benz is ramping up its electrification push in South Korea, with the debut of the all-new electric CLA sedan and GLC SUV in the country’s fiercely competitive electric vehicle market.
Speaking at a press briefing at the company’s Seongsu-dong studio in Seoul on Monday, Mercedes-Benz Korea CEO Shirin Emeera highlighted both models as a pivotal turning point in the brand’s electrification journey, noting they are the first to feature its new purpose-built EV architectures.
The all-new electric CLA is the first model built on the newly developed Mercedes-Benz Modular Architecture. Engineered for compact vehicles — with plans to extend to the GLB SUV — the versatile platform supports hybrid and internal combustion engines as well as battery electric powertrains.
Emeera noted, “Over the next decade and slightly beyond, our lineup will embrace a phase of duality, meaning we are offering both pioneering all-electric vehicles and highly efficient, high-tech combustion engines in order to ensure that we have the right models for our customers … a zero-compromise Mercedes-Benz.”
The compact EV offers two battery choices, an entry-level 58-kilowatt-hour lithium iron phosphate battery providing a driving range of up to 342 kilometers and a premium 85-kWh nickel-cobalt-manganese battery delivering up to 474 km.
Across the CLA lineup, customers can choose from seven trims, including five all-electric models and two internal combustion variants, offering flexibility tailored to individual driving patterns and lifestyles. The five EV models will start customer deliveries from next month.
As the first model to be equipped with the Mercedes-Benz Electric Architecture platform for midsize EVs, the all-new electric GLC delivers optimized interior space, high energy efficiency and fast charging. Launch edition deliveries begin next month, followed by the rollout of the GLC 400 4Matic Electric — featuring an 85-kWh NCM battery with a certified range of 448 km — in the first half of next year.
In a first for the brand’s production lineup, the electric CLA features an illuminated front grille with 142 LED Star patterns, while the electric GLC boasts a massive 39.1-inch MBUX Hyperscreen, the largest single seamless display in Mercedes-Benz history.
Notably, the GLC is equipped with MB Drive Assist — the brand’s top-tier Level 2 driving assistance system — utilizing 10 external cameras, five radar sensors and 12 ultrasonic sensors. Highlight features include active lane change and reverse maneuvering assist, which automatically backs the vehicle out of tight spaces by retracing its entry path.
Addressing questions about regaining the No. 1 position in South Korea’s imported car market, Emeera stressed that sales volume is not the priority.
“It’s really not about hunting volume and it’s not about rank chasing. It is about serving customers here the best,” Emeera noted, citing the “Retail of the Future” initiative introduced in April this year, which centralizes inventory management and standardizes vehicle pricing.
Meanwhile, the Mercedes-Benz Studio Seoul in Seongsu-dong has drawn over 120,000 visitors since opening in May this year. The company hinted at the possibility of extending its one-year lease agreement, adding that active discussions are underway to open additional venues to expand customer touchpoints.
hyejin2@heraldcorp.com