{"id":76416,"date":"2026-08-21T09:15:14","date_gmt":"2026-08-21T09:15:14","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/76416\/"},"modified":"2026-08-21T09:15:14","modified_gmt":"2026-08-21T09:15:14","slug":"mercedes-benz-korea-ceo-shirin-amira-change-takes-time-will-listen-closely-to-korean-customers","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/76416\/","title":{"rendered":"Mercedes-Benz Korea CEO Shirin Amira: “Change Takes Time… Will Listen Closely to Korean Customers”"},"content":{"rendered":"

Determined to Establish ROF in the Korean Market<\/p>\n

“Delivering an Amazing Experience to Korean Customers”\n <\/p>\n

Marking two months since her inauguration, Shirin Amira, CEO of Mercedes-Benz Korea, shared her reflections on her appointment and reaffirmed her commitment to ensuring the successful establishment of the newly introduced direct sales system, the ‘Retail of the Future’ (ROF), in the market.<\/p>\n

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Shirin Emira, CEO of Mercedes-Benz Korea. Mercedes-Benz Korea<\/p>\n

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On August 19, at the launch event for The New Mercedes-Benz S-Class held at The Hanok Heritage in Yeongwol-gun, Gangwon Province, CEO Amira stated, “The main goal of ROF is to provide an amazing experience to all customers in Korea.” She added, “To achieve this, our aim is to ensure that customers enjoy a unified price, integrated system, and consistent experience throughout their journey with Mercedes-Benz.” This was her response to a question regarding sales volume having declined since the introduction of the direct sales system, and what strategies were being considered for a rebound.<\/p>\n

She continued, “The process of change inevitably takes time.” She emphasized, “It is important to clearly explain what kind of processes we are introducing and why we are doing so, in order to earn and maintain the customers’ trust.”<\/p>\n

On April 13, Mercedes-Benz Korea adopted the ROF system, under which the manufacturer directly manages vehicle prices and inventory. Previously, dealer companies handled inventory management and determined the final price through promotions and other means. Consumers had to compare sales conditions and prices at each dealer individually, which was inconvenient. Mercedes-Benz Korea implemented ROF so that consumers, no matter where they are in the country, can purchase vehicles at the same price nationwide.<\/p>\n

When asked if there was any advice or request she had received from her predecessor, CEO Amira replied, “Former CEO Matthias Vaitl told me that Korea is an incredibly exciting market, and that I should be grateful for all there is to learn here.” She added, “I received advice that the Korean market is not only large in volume, but is also technically advanced and highly interesting, so I should come and enjoy it.”<\/p>\n

<\/p>\n

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In closing, she stressed, “Korea is not simply a big market\u2014it is a strategically crucial one, and listening to what Korean customers expect is essential to developing a global strategy.” She further stated, “I see my role as listening closely to the voices of Korean customers and accurately conveying them to headquarters.”<\/p>\n

<\/p>\n

This content was produced with the assistance of AI translation services.<\/p>\n

\u00a9 The Asia Business Daily. All rights reserved. Unauthorized AI training and use prohibited.<\/p>\n","protected":false},"excerpt":{"rendered":"Determined to Establish ROF in the Korean Market “Delivering an Amazing Experience to Korean Customers” Marking two months…\n","protected":false},"author":2,"featured_media":76417,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20951],"tags":[4466,21428,20691,3622,42,2011,358,923,21429,21427],"class_list":["post-76416","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mercedes-benz","tag-economic","tag-issue","tag-korea","tag-mercedes-benz","tag-news","tag-newspaper","tag-politics","tag-society","tag-south-korea","tag-the-asia-business-daily"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/76416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=76416"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/76416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/76417"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=76416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=76416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=76416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}