Mercedes-Benz Korea has officially introduced its new direct-sales retail framework, “Retail of the Future” (RoF), across its nationwide dealership network, marking a major transformation in how customers purchase new vehicles from the luxury automaker.
The company confirmed on Monday that the RoF system is being rolled out in partnership with 11 official retail partners across South Korea. The new model is designed to unify the vehicle purchasing journey by integrating online and offline channels, standardizing pricing nationwide, and centralizing inventory management.
Under the RoF structure, customers can research vehicles, receive consultations, sign contracts, and complete delivery either through the Mercedes-Benz Store online platform or at authorized showrooms. From launch day at 1 p.m., the platform began displaying real-time pricing and detailed specifications for available models.
A key component of the system is the “One & Best Price” policy, which establishes a fixed nationwide price for each model. Mercedes-Benz Korea said the pricing is determined based on market conditions, customer demand, model lifecycle, and overall sales strategy. The company added that this approach is intended to eliminate traditional price negotiations and ensure greater transparency in the purchasing process.
Company officials said the direct-sales structure will allow customers to compare models more easily while accessing identical pricing regardless of region. The shift is also expected to reduce the time and effort spent negotiating or searching across multiple dealerships for better offers.
Customers will be able to reserve vehicles by paying a deposit online or at a showroom, while also scheduling test drives. Dedicated sales consultants will then provide personalized guidance, vehicle explanations, and pricing quotations. Key processes, including contract preparation, remaining payments, and delivery updates, will be communicated through KakaoTalk.
Mercedes-Benz Korea also expects its centralized inventory system to significantly improve delivery efficiency by allowing customers to access nationwide stock rather than being restricted to local dealership availability.
Under the new structure, the 11 retail partners will transition toward a service-oriented role focused on customer consultation, test drives, vehicle delivery, and after-sales support. Instead of competing through inventory control or discounting, dealers will earn commissions based on completed sales.
To mark the launch of the RoF initiative, Mercedes-Benz Korea has also introduced a series of limited-edition “RoF Edition” models featuring enhanced specifications on some of its most popular nameplates. The lineup includes the E 200 AMG Line and the GLC 300 4MATIC AMG Line, available in both SUV and coupe variants.
Production will be limited to 1,000 units for the E-Class RoF Edition, while the GLC SUV and GLC Coupe RoF Editions will each be capped at 200 units. The company said it secured advance inventory to help shorten customer waiting times.
In addition, Mercedes-Benz Korea will run a promotional financing campaign through April 30 for selected models, including the E 200 AMG Line, GLE 450 4MATIC AMG Line, and C 200 Avantgarde, for customers opting for Mercedes-Benz Financial Services’ 36-month installment plans.
Mercedes-Benz Korea CEO Mathias Vaitl described the RoF initiative as a structural transformation rather than a simple change in sales strategy.
“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.”
