Mercedes-Benz Korea announced Thursday the appointment of Shirin Emeera as its new CEO and President. The move comes as current CEO Mathias Vaitl transitions to a significant global role within the German automaker.
Emeera, slated to assume leadership of the Korean division on July 1st, brings over two decades of experience with the luxury automotive brand. She currently holds the position of Head of Dealer Model Market Management and Global Network Development at Mercedes-Benz AG.
Prior to her current role, Emeera served as CEO of Mercedes-Benz Sweden and Denmark. There, she successfully propelled both markets to the top position in the premium automotive segment and established the brand as a frontrunner in the electric vehicle (EV) transition.
Her extensive international career includes senior leadership positions such as Executive Vice President of Product Management at Beijing Mercedes-Benz Sales Service in China, and Head of Customer Services for Brazil and the Latin America hub at Mercedes-Benz Brazil.
“I am deeply honored to lead Mercedes-Benz Korea, a highly influential and trendsetting market within the global automotive landscape,” stated Emeera. “I am eager to build upon the solid foundation established by my predecessors and collaborate closely with our Korean team and dealer partners to deliver exceptional customer experiences and foster sustainable growth.”
Vaitl, who has spearheaded the Korean operations since September 2023, will now take on the role of Head of Marketing & Sales Van at Mercedes-Benz AG, headquartered in Stuttgart, Germany.
During his tenure, the company inaugurated the world’s first Maybach Brand Center in Seoul and the Mercedes-Benz SUV Experience Center. He also championed a new retail strategy called “Retail of the Future,” which is scheduled to launch on April 13th.
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