Mercedes-Benz S-Class returns to Korea with revamped luxury, tech upgrades

Five years after setting the benchmark for executive luxury, the face-lifted Mercedes-Benz S-Class has returned to Korea, packing extensive upgrades in performance, safety and digital technology.

Marking Shirin Emeera’s first major launch as Mercedes-Benz Korea CEO since taking the helm in July, the flagship sedan is set to prove whether it can reclaim its crown in an increasingly competitive full-size luxury segment.

Featuring over 50 percent newly developed or updated components, the new S-Class — alongside the new Mercedes-Maybach S-Class — has already secured more than 2,500 preorders in the past three months.

At a press briefing in Yeongwol, Gangwon Province, Emeera highlighted the S-Class’ historical ties to South Korea. She recalled how the 560 SEL — the flagship S-Class model of its era — became the first Mercedes-Benz vehicle brought into the market when Korea opened its doors to imported automobiles in 1987.

“Perhaps nowhere in the world is the essence of our S-Class more deeply understood and appreciated than here in Korea,” Emeera said. “Therefore, we deeply appreciate that more than 100,000 S -Class vehicles have found their homes in Korea.”

According to Kim Eun-choong, vice president of product and sales at Mercedes-Benz Korea, the New S-Class takes center stage among the planned 11 vehicle launches in Korea this year, as part of the automaker’s largest rollout in history.

In a media test drive later that day, The Korea Herald took the Mercedes-Benz S 580 4MATIC Long for a 156-kilometer spin through Gangwon Province.

The S 580 sedan demonstrated remarkably smooth acceleration given its size and 3,216 mm wheelbase. Its V8 gasoline engine delivered power seamlessly, bringing the vehicle up to highway speeds without a heavy foot on the accelerator.

Deceleration was just as refined. Even under sudden braking, the car stopped smoothly and safely, without pitching the driver forward. In winding roads, the vehicle minimized body roll and pitch, damping out harsh road impacts before they reached the driver.

Mercedes-Benz Korea attributed the standout performance to its MB.OS architecture, the central intelligence behind active suspension technology that analyzes driving conditions up to 1,000 times per second. Real-time data on road surfaces, speed and driver inputs allows the system to independently micro-tune damping forces at each wheel.

Equally well-suited as a chauffeur-driven sedan, the second row offers an exceptional ride. An integrated armrest control panel provides individual adjustments for climate, seating, window blinds and the 13.1-inch display MBUX entertainment system, along with a built-in massage function to relieve fatigue during long drives.

The exterior of The New S-Class presents an elevated elegance. The vehicle introduces a larger, illuminated radiator grille flanked by Mercedes-Benz’s advanced digital light technology, giving the sedan a distinctively sharp visual presence. At the rear, a redesigned taillight signature subtly updates the model’s heritage with modern automotive styling.

The interior features a localized digital experience built with domestic R&D partners, offering TMAP navigation and LG Uplus Live TV+ alongside ChatGPT, Microsoft Bing and Google Maps within the main interface. Passengers can also access popular domestic streaming apps — including Wavve, Melon, Millie’s Library and Genie Music with Dolby Atmos integration.

With customer deliveries beginning Saturday, The New S-Class comes with six trim options — comprising two standard and four long-wheelbase variants — including the S 350 d 4MATIC, S 450 4MATIC, S 500 4MATIC Long and S 580 4MATIC Long. They are priced between 154 million won and 270 million won ($110,400 – $193,560).

The top-tier Mercedes-Maybach S-Class features a three-trim lineup: the Maybach S 580, Maybach S 580 Manufaktur and Maybach S 680, with prices ranging from 317 million won to 407 million won. The Manufaktur trim offers the ultimate customization through a selection of 100 exterior paint colors, 400 interior shades and 40 stitching options.