Mercedes-Benz Thailand Appoints New CEO and Sets 2026 Strategy Centered on EV Growth and 140-Year Heritage

Brickinfo News Agency – Mercedes-Benz Thailand has announced its 2026 business direction, marking 140 years of automotive innovation with the upcoming launch of the all-new electric CLA and a portfolio of over seven new models. The company reported a strong performance in 2025, with 8,378 total vehicle registrations and a significant 110% growth in battery electric vehicle (BEV) sales. This strategic roadmap coincides with a leadership transition, as Christian Schell is appointed as the new President and CEO, effective February 2026, to succeed Martin Schwenk and further drive the brand’s “Retail of the Future” model in the Thai market.

The 2025 fiscal year highlighted a clear shift toward electrification for the luxury automaker. Beyond the surge in BEV sales, Plug-in Hybrid (PHEV) models, led by the new E-Class, secured a 37% market share, ranking first in its segment. The Top-End Luxury (TEV+) category also saw a 15% increase in sales, capturing a 40% market share. Outgoing CEO Martin Schwenk noted that these figures reflect the success of recent business adjustments, including the introduction of high-performance models like the Mercedes-AMG GT 63 and the G 450 d Edition STRONGER THAN THE 1980s, aligning with global trends for the AMG and G-Class sub-brands.

“Over the past period, Mercedes-Benz Thailand has transformed its business operations across multiple dimensions, including the implementation of the Retail of the Future business model and marketing strategies to enhance the experience for Thai consumers,” stated Martin Schwenk. He emphasized that the direct-to-consumer retail model, now in its second year, has improved price transparency and inventory access while allowing dealers to focus entirely on customer service. According to a NielsenIQ survey, the brand achieved a customer satisfaction score of 89.1%, the highest among luxury automotive brands in Thailand.

Incoming CEO Christian Schell expressed his commitment to building on this foundation. “As the new leader of Mercedes-Benz Thailand, we are delighted to continue the vision of Martin Schwenk. This year, we will highlight our long history through the 140 Years of Innovation celebration and advance future vehicle technology with the all-new electric CLA,” Schell said. The electric CLA, which recently won the Car of the Year 2026 award, is scheduled for its official Thai launch and price announcement at the Motor Show 2026 in March.

In addition to new vehicle launches, the company plans to establish the first Mercedes-Benz Classic Car Center in Asia. This facility will serve as a hub for collectors and enthusiasts, offering official inspections and certifications by experts to verify the global standards of classic Mercedes-Benz models. This initiative aims to reinforce the brand’s “timeless value” and heritage among the Thai community and younger generations.

On the after-sales front, Putthi Tulayadhan, Vice President of Customer Services, revealed that the department achieved a 4.90-star customer satisfaction rating in 2025. For 2026, the company will expand its digital and maintenance offerings, including the MBSP Extra Guarantee Lite for vehicles aged 6–10 years and an upgraded Mobile Service capable of performing basic maintenance at a customer’s location. New digital tools such as XENTRY Vehicle Detector will also be integrated to streamline vehicle diagnostics and enhance the overall service standard for both new and existing owners.