Mercedes-Benz is set to expand its market share in South Korea by leading with the first electric vehicle models of its mid-size sedan, the CLA, and its SUV, the GLC. The strategy aims to broaden the premium electric vehicle customer base by combining the price competitiveness of the CLA, starting from the 50th million won range, and the spatial utility of the GLC with next-generation electrification technology.
Mercedes-Benz Korea unveiled the "The All-New Electric CLA" and "The All-New Electric GLC" on the 19th at the Mercedes-Benz Studio Seoul in Seongsu-dong, Seoul. The two models, currently available for pre-order, will be delivered to customers from mid-next month. The CLA and GLC feature the first application of the modular platform MMA and the mid-size electric vehicle-specific platform MB.EA, respectively.
The CLA, which emphasizes price competitiveness, is sold at 52.9 million won for its base trim, the "CLA 200 Electric Essential." This starting price is 7 million won lower than that of the HYBRID model of the same vehicle line, the CLA 220. While specifications vary by trim, a key feature is reducing the initial purchase burden for electric vehicle customers.
Shirin Emira, President and CEO of Mercedes-Benz Korea, stated, "The CLA is a model that showcases technologies and experiences previously offered only in higher vehicle classes," adding, "It will serve as an attractive gateway into the world of Mercedes-Benz for Korean customers seeking their first premium electric vehicle," expressing confidence.
The CLA 200, equipped with a 58kWh (kilowatt-hour) LFP (Lithium Iron Phosphate) battery, can travel up to 342km (based on domestic certification standards) on a single charge. Trim-specific prices, reflecting value-added tax and a 5% individual consumption tax, range from 52.9 million to 58.9 million won. The CLA 250+, featuring an 85kWh NCM (Nickel-Cobalt-Manganese) battery, offers an extended driving range of up to 474km, with prices set higher at 63.7 million to 67.7 million won.
Kim Eun-joong, Senior Vice President overseeing Product and Sales at Mercedes-Benz Korea, emphasized that the company has aggressively priced the vehicles to encourage purchases from Korean customers. When asked how they would respond to a potential lowering of the price cap for vehicles eligible for full government subsidies next year, he stated, "We are discussing and preparing internally," while drawing a line against sharply reducing vehicle prices immediately after launch.
The CLA's wheelbase, the distance between the front and rear wheels, has been extended by 61mm compared to the previous generation. The CLA 250+ features the MBUX Superscreen, which connects the driver's display to the passenger seat display. However, "MB.DRIVE Assist," which supports Level 2 driving assistance and lane changes, is not included in the base Essential trim.
The GLC, unveiled alongside the CLA on the same day, focuses on carrying over the space and comfort of existing models to an electric vehicle platform. According to President Emira, cumulative sales of the GLC lineage have exceeded 80,000 units since its predecessor, the GLK, was introduced in South Korea in 2009.
The electric GLC features a 39.1-inch screen inside the cabin. Its wheelbase is 84mm longer than that of the existing internal combustion engine GLC. When the rear seats are folded down, cargo space expands to a maximum of 1740L (liters), and a 128L storage compartment is also provided in the front.
The GLC 300 4MATIC Electric, which launches first, is equipped with an 85kWh NCM battery and offers a maximum driving range of 448km. The price for the AMG LINE trim is 90 million won, while the AMG LINE+ is priced at 94.8 million won. Higher trims add air suspension and a feature that steers the rear wheels up to a maximum of 4.5 degrees.
Both vehicle models are integratedly controlled for infotainment, driving assistance, and charging via the in-house operating system MB.OS. Domestic services such as Tmap Auto and Genie Music are also supported. The CLA 250+ and GLC 300 4MATIC support fast charging up to 320kW, allowing the battery to charge from 10% to 80% in approximately 22 minutes.
For the CLA, approximately 1,000 contracts have been made since last month. The electric GLC, which began pre-sales in July, has secured approximately 2,500 contracts. Mercedes-Benz plans to additionally launch the GLC 400 4MATIC Electric in the first half of next year.
President Emira stated, "For the next 10 years or more, we will provide both pure electric vehicles and high-efficiency internal combustion engine models together, allowing customers to choose the vehicle they want," adding, "We will configure our lineup according to Korean customers' preferences and ensure that regardless of which model is chosen, it delivers the comfort and driving performance expected from Mercedes-Benz."
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