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"Best or nothing in Korea: Mercedes-Benz CEO"

By Kim Ji-hyun

Orders are pouring in.

Mercedes-Benz Korea has sold more than 1,000 of the new E-Class in the first two weeks since its launch here last month.

Facelift models usually don’t go too far out on a limb, but the new E-Class is barely recognizable from the original. It’s still the classy car it was, but with a bold new flavor of pizzazz to attract a new generation of car buffs.

The woman behind this success is Britta Seeger, the three-month-old chief executive who’s aiming to sell 7,000 of these crimped new models by the end of this year.

“The E-Class fits perfectly in Korea,” Seeger said in an interview with The Korea Herald.

In person, the CEO herself was the essence of the Mercedes brand.

She oozed just the right amount of confidence and intelligence, was very enthusiastic at times, but also seemed to be an avid listener, especially when speaking with her dealers, her customers and her staff -- her people.

She appeared to be genuinely intrigued by the Korean culture, calling Koreans “the Italians of Asia.”

“People I knew told me if I go to Korea, I would feel very comfortable because I have a big affection for Italy. Italians are open, frank, emotional, love food and drink,” Seeger said, laughing at the memory.

And they were right, she added. Even with the dealers, she recalls the conversation as being “fast, honest and open.”

“Within 10 minutes you know their problems and whether it’s fine. It’s very easy.”



A CEO in Seoul

Despite all the affection they profess for Korea, it’s rare to meet a foreign CEO who actually calls his or her company “Korean.”

But for Seeger, there not a doubt in her mind about the “nationality” of the firm she runs.

“This is a Korean company. I have to adapt to the Koreans,” she said. “I do not need to change things here. Korea is a very well developed country so there is nothing they need from Germany and to tell them how to do business.”

The country is definitely in the lead in terms of digital savvy, and the CEO and the Mercedes headquarters is working on how to better cater to the locals who demand a very high level of connectivity.

“Korea is the most advanced market in this sense. We need to understand this (need) and get used to it. We need to develop,” she said.

One very conspicuous trait of Seeger’s leadership was its extreme focus on the team and not herself as an individual.

Expressing her surprise at the media fuss over her appointment in March, she said it is “not so much about me,” although some have advised her to become “louder.”

The truth is, in her eyes, “the best thing would be that if I leave tomorrow after years in Korea, the organization is so sustainable. That would be the nicest thing.”

Prior to Seoul, Seeger left a huge responsibility in Stuttgart where she handled parts sales and marketing. Her team, she is proud to say, remains stable and self-reliant even after her departure.



Mercedes-Benz Korea’s position

Globally, Mercedes-Benz Korea is being quickly recognized for its candid, yet dedicated and devoted staff, according to the CEO.

“We had very positive feedback from our procurement and R&D people (from Stuttgart). They were deeply impressed,” Seeger said. “They say ‘we need to use our Korean expertise in the company with the customers, it’s so advanced and trend-setting.’”

Korean dealers at imported car brands are known for the pains they take to offer top-notch services to customers who love being pampered. As a result, up to 70 percent say they would buy a Mercedes again.

“Our promise is best or nothing, and this is what we have to fulfill,” was the chief’s explanation.

Headquarters is aware of the high level of services, which some believe should be benchmarked, and also the potential the Korean market holds despite being the 15th largest in Daimler’s global rankings.

“We have huge potential because customers love imported cars,” said Seeger who believes Korea to be a main pillar in achieving Daimler’s goal to take the world’s top luxury car slot by 2020.

The product diversity for both the E-Class and the S-Class in Korea are evidence of Korea’s significance. Seeger stressed that she would raise her hand every time for products she feels are perfect for Korea where customers are sensitive about having access to more global models.

The launch of the A-Class later this year reflects this promise.

“I think Korea will get more and more important. It’s about how capable we will be to sell cars to customers and what we learn from Korean society and suppliers,” Seeger said.

But more has to be done to strengthen this market, she noted, especially given the fierce competition with BMW Korea.

Adjusting the price of car parts is one solution, especially given Seeger’s background and expertise in parts and services.

She has held extensive talks with everyone responsible, and now the CEO believes a price reduction may be possible as early as September.

Last month, the company broke ground for a 52 billion-won parts distribution center.

(jemmie@heraldcorp.com)