Mercedes-Benz Korea has appointed Shirin Emeera as its new CEO, effective July, tasking her with the successful launch of key electric vehicle (EV) models. The company faces challenges from declining EV sales following a fire incident involving an EQE sedan two years ago.
Shirin Emeera will take office as CEO of Mercedes-Benz Korea in July, succeeding Mathias Vaitl. Her top priority is the successful launch of key strategic EV models, including the all-new electric CLA and electric GLC, slated for later this year. These models target popular segments in Korea to attract a broader customer base. The company plans to introduce 10 new models in the local market this year. Two years ago, a fire involving an EQE sedan in an Incheon underground parking lot damaged around 140 vehicles and hospitalized 23 people, severely tarnishing the EV brand's reputation. EV sales rose from 1,363 units in 2021 to 5,006 in 2022 and 9,184 in 2023, but fell to 4,506 in 2024 and 2,118 in 2025. In contrast, BMW Korea sold 5,821 EVs in 2025, outperforming Mercedes along with BYD Korea, Audi Korea, and Porsche Korea. The electric CLA features Nvidia's Alpamayo autonomous driving platform, the first model powered by it, unveiled globally by Nvidia CEO Jensen Huang. Under the outgoing CEO, the firm expanded its Maybach luxury brand, opening the world's first dedicated Maybach Brand Center in Seoul in July last year. An industry official said, “The success of these new electric models will be crucial in determining whether Mercedes-Benz Korea can turn the tide after years of being embroiled in EV-related fire controversies.”
