Mercedes-Benz Korea turns to affordable CLA EV amid falling sales

Mercedes-Benz Korea introduced the all-electric CLA and GLC in Korea on Monday to revive its weakening EV business. The entry-level CLA starts at 52.9 million won, positioning it near Tesla’s Model Y as price-sensitive competition intensifies. Mercedes-Benz EV sales fell from 9,184 units in 2023 to 2,118 last year after an August 2024 EQE fire. The CLA has received about 1,000 preorders, while the GLC has received more than 2,500.

The electric CLA is priced from 52.9 million won, while the electric GLC starts at 90 million won.

Imported EVs accounted for 29.7 percent of all imported passenger-car registrations in Korea in 2025, totaling 91,253 units.

Tesla Korea sold 59,916 vehicles in 2025, up 101.4 percent, while BYD Korea registered 6,107 vehicles during its first year of passenger-car sales in the country.

Mercedes-Benz Korea’s electric CLA deliveries are scheduled to begin in mid-November.

The electric CLA had received about 1,000 preorders since September, and the electric GLC had attracted more than 2,500 since July.

Published Oct 20, 2026 2:13 pm KST

German carmaker seeks to steal EV share from Tesla, BYD

Reporters photograph Mercedes-Benz Korea's all-new electric CLA unveiled at the carmaker's studio in Seoul, Monday. Yonhap

Mercedes-Benz Korea is betting that a more affordable all-electric CLA sedan will revive its flagging electric vehicle (EV) business in the country, as Tesla and Chinese rivals gain ground in one of Asia’s most competitive imported-car markets.

The German luxury automaker introduced the all-new electric CLA and GLC on Monday, with the entry-level CLA coupe-type sedan priced from 52.9 million won ($40,000).

The pricing marks a major shift from Mercedes-Benz’s traditional premium positioning, placing its new electric sedan closer to mass-market alternatives, including Tesla’s Model Y, which starts at 49.99 million won in Korea. The Model Y was the country’s best-selling vehicle last month, largely due to its competitive pricing.

The launch of the price-competitive CLA comes as Mercedes-Benz struggles to rev up sluggish EV sales.

The company’s electric car lineup, previously a major source of growth, has lost momentum following the August 2024 fire involving a Mercedes-Benz EQE sedan in an underground parking garage in Incheon.

Mercedes-Benz’s EV sales in Korea reached a peak of 9,184 units in 2023, but have yet to recover from the slump following the 2024 fire incident, falling from 4,506 units in 2024 to 2,118 last year.

Mercedes-Benz Korea CEO Shirin Emeera delivers opening remarks at an event unveiling the all-new electric CLA and GLC at Mercedes-Benz Studio Seoul, Monday. Yonhap

Mercedes-Benz Korea is experiencing stagnant EV sales despite the overall market growth. Imported EV registrations in Korea totaled 91,253 units in 2025, accounting for 29.7 percent of all imported passenger cars, according to the Korea Automobile Importers & Distributors Association.

Tesla Korea sold 59,916 vehicles across its lineup that year, up 101.4 percent, while BYD Korea registered 6,107 vehicles last year, the first year of the Chinese firm's passenger car debut here.

That divergence poses an escalating challenge to Mercedes-Benz as well, as the new EV sales landscape proves a premium brand identity alone does not translate into solid sales growth.

Tesla has built volume through aggressive pricing and a concentrated lineup, while BYD is using competitively-priced models to establish a foothold. Mercedes-Benz must now defend its luxury credentials and revive EV sales by reaching customers who are increasingly sensitive to price.

The CLA is central to that effort. Mercedes-Benz Korea said the model had received about 1,000 preorders since September, ahead of customer deliveries scheduled to begin in mid-November.

The company is also targeting buyers seeking a larger vehicle with the all-electric GLC, its first fully electric version of the popular SUV. Its price starts from 90 million won. The vehicle has attracted more than 2,500 preorders since July.

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But as the preorder figures do not guarantee a sustained recovery, Mercedes-Benz Korea will need to turn initial interest into registrations in a market where Tesla has established a formidable lead and Chinese manufacturers are expanding their presence.

“Sales of the all-electric CLA will be a key test of whether the carmaker’s revamped EV strategy can succeed," an auto industry official said.

梅赛德斯-奔驰韩国公司周一在韩国推出了纯电动CLA和GLC车型，旨在提振其疲软的电动汽车业务。入门级CLA起售价为5290万韩元，在价格竞争日益激烈的市场中，其定位与特斯拉Model Y相近。受2024年8月EQE车型起火事件的影响，梅赛德斯-奔驰电动汽车销量从2023年的9184辆骤降至去年的2118辆。CLA已收到约1000份预订单，而GLC的预订单已超过2500份。

电动版CLA的起售价为5290万韩元，而电动版GLC的起售价为9000万韩元。

到 2025 年，进口电动汽车占韩国进口乘用车注册总量的 29.7%，总计 91,253 辆。

特斯拉韩国公司预计到 2025 年将售出 59,916 辆汽车，增长 101.4%；而比亚迪韩国公司在该国销售乘用车的第一年就注册了 6,107 辆汽车。

梅赛德斯-奔驰韩国公司的电动CLA预计将于11月中旬开始交付。

自 9 月以来，电动 CLA 已收到约 1000 份预订单，而自 7 月以来，电动 GLC 已吸引了超过 2500 份预订单。

发布于2026年10月20日下午2:13（韩国标准时间）

德国汽车制造商试图从特斯拉和比亚迪手中夺取电动汽车市场份额

记者们拍摄了梅赛德斯-奔驰韩国公司周一在首尔工作室发布的全新电动CLA车型。（韩联社）

随着特斯拉和中国竞争对手在亚洲竞争最激烈的进口车市场之一——韩国——不断取得进展，梅赛德斯-奔驰韩国公司寄希望于价格更亲民的全电动CLA轿车能够重振其在韩国低迷的电动汽车业务。

德国豪华汽车制造商周一推出了全新电动CLA和GLC，入门级CLA轿跑车型轿车的起价为5290万韩元（4万美元）。

此次定价标志着梅赛德斯-奔驰对其传统高端定位的重大转变，使其新款电动轿车更接近大众市场同类车型，例如特斯拉Model Y。Model Y在韩国的起售价为4999万韩元。Model Y凭借其极具竞争力的价格，成为上个月韩国最畅销的车型。

在梅赛德斯-奔驰努力提振低迷的电动汽车销量之际，价格极具竞争力的CLA车型应运而生。

该公司此前的主要增长来源——电动汽车产品线，在 2024 年 8 月仁川地下停车场发生梅赛德斯-奔驰 EQE 轿车起火事故后，失去了发展势头。

梅赛德斯-奔驰在韩国的电动汽车销量在 2023 年达到峰值 9,184 辆，但自 2024 年发生火灾事故以来，销量一直未能从低迷中恢复过来，从 2024 年的 4,506 辆下降到去年的 2,118 辆。

周一，梅赛德斯-奔驰韩国首席执行官Shirin Emeera在梅赛德斯-奔驰首尔工作室举行的全新纯电动CLA和GLC发布会上致开幕词。（韩联社）

尽管整体市场增长，但梅赛德斯-奔驰韩国公司的电动汽车销量却停滞不前。据韩国汽车进口商和经销商协会的数据显示，到2025年，韩国进口电动汽车的注册总量将达到91253辆，占所有进口乘用车的29.7%。

特斯拉韩国当年共售出 59,916 辆汽车，同比增长 101.4%；而比亚迪韩国去年注册了 6,107 辆汽车，这是这家中国公司首次在韩国销售乘用车。

这种差异也给梅赛德斯-奔驰带来了日益严峻的挑战，因为新的电动汽车销售格局证明，仅仅依靠高端品牌形象并不能转化为稳健的销售增长。

特斯拉凭借激进的定价策略和精简的产品线实现了销量增长，而比亚迪则依靠极具竞争力的价格车型站稳了脚跟。如今，梅赛德斯-奔驰必须捍卫其豪华品牌形象，并通过吸引那些对价格越来越敏感的消费者来重振电动汽车销量。

CLA车型是这项工作的核心。梅赛德斯-奔驰韩国公司表示，自9月份以来，该车型已收到约1000份预订单，预计将于11月中旬开始交付客户。

该公司还瞄准了那些寻求更大车型的买家，推出了全电动GLC，这是其首款纯电动版热门SUV。该车起售价为9000万韩元。自7月以来，该车已收到超过2500份预订单。

梅赛德斯-奔驰韩国新任CEO肩负重任，旨在重振电动汽车销量和企业形象。

梅赛德斯-奔驰韩国公司寻求以纯电动C级车重振电动汽车业务

但由于预订量并不能保证持续复苏，梅赛德斯-奔驰韩国公司需要将最初的兴趣转化为实际注册量，而特斯拉在这个市场已经建立了强大的领先优势，中国制造商也在不断扩大其市场份额。

一位汽车行业官员表示：“全电动CLA的销量将是检验这家汽车制造商改进后的电动汽车战略能否成功的关键试金石。”