Mercedes-Benz Korea's new CEO tasked with recovering EV sales, corporate image

Mercedes-Benz Korea’s new CEO Shirin Emeera faces a dual challenge of reviving the carmaker’s slowing electric vehicle (EV) sales and rebuilding consumer confidence.

Since assuming the role on July 1, Emeera has led Mercedes-Benz Korea at a pivotal moment as the German luxury carmaker rapidly loses ground to Tesla and BMW in Korea.

A veteran executive with more than two decades of experience, she most recently oversaw dealer network strategy and market management at the company's headquarters in Germany.

Industry officials expect her extensive expertise in retail operations and distribution strategy to play a key role in strengthening Mercedes-Benz Korea's newly introduced direct-sales system and restoring sales momentum.

Before assuming her current role, Emeera led Mercedes-Benz's operations in Sweden and Denmark, where she successfully guided the brand to the top position in the premium vehicle segment.

Her track record has raised expectations that she can successfully steer the Korean unit even amid one of the carmaker's most challenging periods in recent years.

One of her immediat ...