Mercedes-Benz Korea appoints Shirin Emira as CEO to accelerate electrification
Mercedes-Benz Korea announced on the 19th that Shirin Emira, the former president of Mercedes-Benz Sweden and Denmark, has been appointed as the new chief executive officer of Mercedes-Benz Korea. Matthias Baítl, who has led the Korean unit, will become head of Marketing and Sales for Mercedes-Benz AG’s Vans division in Stuttgart, Germany, effective July 1.
Emira brings more than 20 years of global leadership at Mercedes-Benz. In addition to steering the Sweden and Denmark markets to the top of the premium segment and advancing electrification, she has led dealer model market management and global network development at Mercedes-Benz AG. She has also served as senior vice president of product management for the Beijing Sales Service subsidiary and headed customer service for Brazil and Latin America, among other roles.
Mercedes-Benz Korea said the leadership change reflects the company’s intent to strengthen the brand’s position in Korea, a core global market, drawing on Emira’s experience across diverse markets and in network development and retail strategy.
Baítl, who took the helm in September 2023, oversaw major initiatives in Korea, including Seoul’s world-first Maybach Brand Center and the Mercedes-Benz SUV Experience Center. He also led the rollout of the new Retail of the Future business model, scheduled to be introduced on April 13.
Emira said leading Mercedes-Benz Korea, in one of the most influential and trend-setting markets in the global automotive industry, is a meaningful opportunity. She pledged to work closely with the Korea team and dealer partners to deliver differentiated customer experiences and sustainable growth.
Baítl expressed gratitude to Korean customers and business partners, noting that his experience in Korea will help support growth from Mercedes-Benz’s headquarters in Stuttgart as he transitions to his new role.
Why this matters to U.S. readers: Korea is a key market for premium automakers and a hub for advanced automotive technologies. Leadership changes at Mercedes-Benz’s local unit can influence product timing, pricing, and the rollout of new retail models and electrification strategies that may ripple into North American operations and supply chains. The move also signals how Mercedes-Benz is aligning its global strategy—across Asia, Europe, and the Americas—to accelerate electrification and premium mobility in a competitive landscape.
Context for non-Korean readers: Mercedes-Benz Korea operates as the Korean subsidiary of Mercedes-Benz Group, based in Stuttgart. Seoul has hosted flagship initiatives such as the Maybach Brand Center, and Korea is a focal point in Mercedes-Benz’s broader efforts to push electrification and premium brand experiences worldwide.