Mercedes-Benz Korea names Shirin Emira CEO; Baitl to lead Vans in Stuttgart
Mercedes-Benz Korea has appointed Shirin Emira as its new chief executive, with the term starting on July 1. Emira joins from Mercedes-Benz AG, where she oversees dealer model market management and global network development, and she brings more than two decades of global leadership experience to the role.
Emira is credited with steering strategic growth in challenging markets. She has previously led Mercedes-Benz Sweden and Denmark as chief executive, helping to position both markets as premium leaders and to advance electrification. Her background also includes senior roles at Mercedes-Benz in Beijing, focused on product management for the Sales and Service unit, and at Mercedes-Benz Brazil, overseeing Latin America customer service operations.
In announcing the appointment, Emira said she would build on the solid foundation established in Korea, working closely with the local team and dealer partners to deliver differentiated customer experiences and sustain growth over the long term.
Separately, Matthias Baitl was named to a new role at Mercedes-Benz AG in Stuttgart, moving up on July 1 to become head of marketing and sales for the Vans division. Baitl has been serving as Mercedes-Benz Korea’s chief executive since September 2023, where he led what the company described as stable growth during his tenure.
During his time in Korea, Baitl oversaw several high-profile projects, including the introduction of the world’s first Maybach Brand Center in Seoul and the opening of the Mercedes-Benz SUV Experience Center. He also led the transition to the company’s new retail model, Retail of the Future, which was slated to roll out on April 13.
Baitl expressed gratitude to Korean customers and business partners for their loyalty, noting that leading Korea’s dynamic market had been an honor. He said he would continue to support Korea’s growth from headquarters, using the experience gained there to assist the broader Mercedes-Benz organization.
Why this matters beyond Korea: Mercedes-Benz Korea is a strategic gateway for the brand’s premium, electrified lineup in a major Asian market. Leadership changes at the unit can influence how Mercedes-Benz prioritizes product localization, dealer partnerships, and digital retail initiatives, including electric-vehicle rollout and experiential marketing concepts such as brand centers and immersive centers. For U.S. readers, the moves signal that Mercedes-Benz is continuing to emphasize Korea as a test bed for premium customer experiences and electrification strategies, with potential implications for cross-border supply chains, vehicle introductions, and retail strategies that may ripple into North American markets. The Vans leadership shift also matters, given the global importance of the Sprinter and other commercial vehicles in U.S. and international fleets; a strong push from Stuttgart on the Vans side could affect product strategy, marketing, and sales support for the American market.