Mercedes-Benz Korea has officially launched its new direct-sales vehicle retail model, Retail of the Future (RoF), across its nationwide dealer network, marking a significant shift in how customers purchase vehicles from the luxury automaker.
The company said Monday that the RoF system is being introduced with 11 official retail partners throughout South Korea. The model is designed to streamline the entire vehicle-buying journey by offering a unified purchasing experience across both online and offline channels, with standardized nationwide pricing and centralized inventory management.
Under the new framework, customers can browse vehicles, receive consultations, sign contracts and complete delivery through Mercedes-Benz Korea’s online sales platform, the Mercedes-Benz Store, or at authorized showrooms. Starting at 1 p.m. on launch day, the platform began displaying pricing and product details for available models.
Mercedes-Benz Korea said its new “One & Best Price” policy sets a fixed nationwide price for each vehicle based on market conditions, customer demand, model lifecycle and sales factors. The company said the pricing structure includes the best available terms upfront, aiming to eliminate complicated discount negotiations and ensure transparency.
Company officials said the direct-sales approach will allow buyers to compare vehicles more easily and access the same pricing regardless of region, reducing the burden of negotiating or searching across multiple dealerships for better offers.
Customers interested in purchasing a vehicle can reserve one by paying a deposit online or at a showroom, while also applying for test drives. Assigned sales consultants will then provide tailored consultations, vehicle explanations and quotations. Key steps including contract preparation, balance payment and delivery status updates will be communicated via KakaoTalk.
Mercedes-Benz Korea also expects the new centralized inventory system to improve delivery times by allowing customers to access available vehicle stock nationwide rather than being limited by regional dealership inventory.
The company said its 11 retail partners will shift their focus toward customer-facing services such as consultations, test drives, vehicle delivery and after-sales support, while earning commissions on sales instead of managing vehicle inventory or discount competition.
To commemorate the launch of the RoF program, Mercedes-Benz Korea unveiled a new lineup of limited-edition RoF Edition models featuring upgraded options on popular nameplates. The special release includes the Mercedes-Benz E 200 AMG Line and GLC 300 4MATIC AMG Line in both SUV and coupe variants.
Production of the E-Class RoF Edition will be capped at 1,000 units, while the GLC and GLC Coupe RoF Editions will each be limited to 200 units. Mercedes-Benz Korea said it secured inventory in advance to shorten customer wait times.
In addition, the automaker will run a promotional financing campaign through April 30 for select models, including the E 200 AMG Line, GLE 450 4MATIC AMG Line and C 200 Avantgarde, for customers using Mercedes-Benz Financial Services’ 36-month installment plan.
Mercedes-Benz Korea CEO Mathias Vaitl said the RoF initiative represents more than a change in sales operations.
“RoF is not simply a new sales method, but a strategic transformation that establishes a new benchmark for how customers explore and purchase vehicles,” Vaitl said. “Through this initiative, Mercedes-Benz Korea aims to deliver a more transparent and consistent customer experience while setting a new standard for new car sales.”
