Mercedes picks Seoul as the location of its fifth global brand studio

This article is by Sarah Chea and read by an artificial voice. Mercedes-Benz opened its fifth global brand showroom in eastern Seoul's Seongsu-dong, a neighborhood widely regarded as a cultural hub for young Koreans, on Monday. Named "Mercedes-Benz Studio Seoul," the venue is part of the German luxury car marque's global initiative — marking the 140th anniversary of the brand — aimed at deepening customer engagement and expanding immersive brand experiences across 18 major cities worldwide. The Seoul opening follows those in Copenhagen, Stockholm, Tokyo and Prague. Open to both Mercedes owners and the general public, the space will host vehicle launches, showcase the marque's heritage and offer test-drive programs. "Mercedes-Benz Studio Seoul is a space created for Korea and for our customers and fans. Here, it represents our commitment to becoming even closer to Korean customers [...] and offering experiences that truly reflect the spirit and wellness of music," Mathias Vaitl said on Monday in his last press event as Mercedes-Benz Korea CEO. The automaker also unveiled the face-lifted Mercedes-Benz S-Class and Mercedes-Maybach S-Class at the showroom. Preorders for both began on Monday ahead of their domestic launch in the third quarter. The latest Mercedes-Benz CLA, the first model equipped with the company's proprietary Mercedes-Benz Operating System, was also on display. The CLA is the model that will incorporate Nvidia's Alpamayo autonomous-driving platform, which is expected to debut in Korea next year. Meanwhile, Mercedes appointed Shirin Emeera, who currently serves as head of dealer model market management and global network development at Mercedes-Benz AG, as the new CEO of Mercedes-Benz Korea. Her term begins on July 1. Vaitl, who had led the Korean unit since September 2023, was promoted to head of marketing and sales of vans at Mercedes-Benz AG.