Mercedes-Benz Korea’s new CEO tasked with accelerating EV transition

For Shirin Emeera, the newly appointed CEO of Mercedes-Benz Korea, ensuring the successful launch of its key strategic electric vehicle (EV) lineup will be a top priority, with the carmaker still struggling to normalize declining EV sales in the aftermath of an EQE sedan fire two years ago, according to industry officials. She is scheduled to take office in July, replacing outgoing CEO Mathias Vaitl. Emeera’s arrival comes as the company prepares to debut two EV models — the all-new electric CLA and the all-new electric GLC — later this year, placing her leadership under close scrutiny as critics question whether the carmaker can rebuild its EV brand identity, which was heavily tarnished by a fire in an underground parking lot in Incheon that damaged around 140 vehicles and hospitalized 23 people. The incident triggered widespread safety concerns among consumers and dealt a significant blow to the brand’s reputation in the rapidly growing EV market. Mercedes-Benz Korea plans to introduce a total of 10 new models in the local market this year, with the two models expected to playWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times