Mercedes-Benz is celebrating its remarkable 140th anniversary with an ambitious global tour, making a significant statement by choosing Seoul as its very first Asian destination, ahead of major markets like China and Japan. This strategic choice powerfully underscores the luxury automaker’s deepening commitment and appreciation for the dynamic Korean market.
Operating under the inspiring slogan “140 Years, 140 Places,” which commemorates the 1886 patent of the world’s first automobile, the premium brand has embarked on a monumental 50,000-kilometer journey across six continents this year. Following the highly anticipated global premiere of the **new S-Class** in January, a trio of sophisticated new sedans are slated for exclusive showcases at 140 iconic locations across the globe.
“Seoul holds a special place as our inaugural Asian destination for the 140th anniversary celebration, notably preceding key markets like Beijing and Japan,” affirmed Rob Halloway, Head of Global Communications at Mercedes-Benz Cars & Vans. He shared this insight during an exclusive discussion with The Korea Herald, following a comprehensive press briefing held earlier at the prestigious **Maybach Brand Center Seoul** in Gangnam.
Halloway further revealed that prior to its arrival in Seoul, the cutting-edge **new S-Class** had already captivated audiences across 14 global cities. This extensive journey included prominent destinations such as Stuttgart in Germany, São Paulo, Santiago in Chile, Miami, and New York, building excitement for its Asian debut.
During a pivotal media event, Mercedes-Benz Korea CEO Mathias Vaitl highlighted Korea’s exceptional significance, stating, “Korea stands as the third-largest global market for the iconic **S-Class**.” He emphasized the deep connection, noting that the S-Class was the brand’s pioneering imported vehicle into the nation, achieving impressive sales of over 100,000 units, a figure that includes the ultra-luxurious **Maybach S-Class**.
Vaitl further elaborated on Mercedes-Benz’s enduring legacy in Korea, tracing its presence back to 1987. The country now proudly ranks as the brand’s fifth-largest overall market and, impressively, the fourth-largest market globally for its exclusive **ultraluxury subbrand, Maybach**. Reinforcing this exclusivity, the **Maybach Brand Center Seoul** serves as the automaker’s singular global facility dedicated to offering bespoke, private services tailored for its discerning Maybach clientele.
“This remarkable success,” Vaitl explained, “is fueled by a diverse and sophisticated customer base that is exceptionally discerning, highly tech-savvy, and possesses a refined appreciation for true luxury.” He then presented this year’s exciting lineup, featuring the **new S-Class**, aligning with the German headquarters’ ambitious strategy to launch 40 new models globally by 2027.
Christina Schenck, Vice President of Digital and Communications and Investor Relations at Mercedes-Benz, highlighted that the latest iteration of the **S-Class**, the brand’s undisputed **flagship luxury sedan**, masterfully encapsulates its core DNA. This essence is forged from unparalleled technology, cutting-edge safety features, meticulous craftsmanship, and supreme comfort design, defining the ultimate automotive experience.
Park Yang-won, Head of the Product Strategy Planning Team at Mercedes-Benz Korea, detailed the striking enhancements to the **new S-Class sedan**. The most prominent update is its newly applied, illuminated radiator grille, which is now an impressive 20 percent larger, commanding attention. Complementing this, the headlamps incorporate an advanced twin-star **digital light system**, not only crafting a more iconic visual signature but also utilizing micro light-emitting diode (LED) technology for significantly enhanced brightness and visibility.
A pivotal upgrade defining this **flagship luxury sedan** is its revolutionary digital experience, seamlessly powered by Mercedes-Benz’s proprietary **MB.OS**. This intelligent operating system facilitates highly intuitive control across all vehicle functions. The enhanced latest-generation MBUX system delivers an even more personalized journey, featuring a sophisticated virtual assistant powered by generative AI — including integrations from ChatGPT, Microsoft’s Bing, and Google’s Gemini — to enable remarkably humanlike interaction. Under the hood, the S-Class offers a diverse range of powertrains: robust straight-six gasoline and diesel engines, a powerful V8 gasoline engine, and an efficient plug-in hybrid option.
For those seeking the pinnacle of automotive luxury, the elevated **new Maybach S-Class** offers formidable straight-six and V8 gasoline engines, with an exclusive, high-performance V12 option available in specific markets. The rear cabin is meticulously designed to deliver an unparalleled first-class lounge experience, featuring sumptuous seats that recline up to an indulgent 43.5 degrees. Rear passengers enjoy ultimate personalization, with individual remote controls for ambient lighting, climate settings, and privacy features, crafting a truly bespoke and serene relaxation space.
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