Mercedes-Benz Thailand announced its 2025 performance results, recording a total of 8,378 vehicle registrations. Among these, vans accounted for over 299 units. Sales of 100% electric vehicles grew by 110%, while plug-in hybrids, led by The new E-Class, captured the top market share at over 37%. In the Top-End Luxury segment, sales increased by 15%, securing the number one market share in the category with more than 40%.
Mercedes-Benz Thailand revealed its business direction for 2026, beginning with the celebration of 140 Years of Innovation since the creation of the first automobile in 1886. The company aims to drive the automotive industry in Thailand, especially in the 100% electric vehicle segment, featuring the key model of the year, “The all-new electric CLA,” set for official launch at the 2026 Motor Show in March. Additionally, more than seven new models will be introduced throughout 2026. Concurrently, Mercedes-Benz Thailand will hold a CEO Handover Ceremony, appointing Christian Schell to succeed Martin Schwenk, effective February 2026.
Martin Schwenk, CEO of Mercedes-Benz Thailand, stated, “Recently, Mercedes-Benz Thailand has adjusted its business plan in multiple dimensions, including adopting the Retail of the Future model and crafting strategies and marketing activities to enhance the experience for Thai customers. The year 2025 clearly reflected the transition into the electric vehicle era, demonstrated by the growth in sales of 100% electric and plug-in hybrid vehicles. In the Top-End Luxury (TEV+) segment, four new models were launched: Mercedes-AMG SL 55, Mercedes-AMG GT 63, Mercedes-AMG G 63, and G 450 d Edition STRONGER THAN THE 1980s, aligning with the global growth trends of Mercedes-AMG and iconic models like the G-Class.”
The Retail of the Future business model, in its second year since its official launch in 2024, has shown benefits to Thai customers in terms of transparent and equal pricing and access to a nationwide centralized inventory. Mercedes-Benz dealers no longer bear vehicle and inventory costs, enabling enhanced customer service and experience. In 2025, Mercedes-Benz ranked as the most satisfying luxury car brand in Thailand, according to NielsenIQ, with a score of 89.1%. This Retail of the Future model is a key part of a long-term plan to elevate the luxury retail industry in Thailand.”
Currently, Mercedes-Benz Thailand offers over eight 100% electric vehicle models, including EQB 250, EQE Sedan, EQE 350 4MATIC SUV, Mercedes-AMG EQE 53, EQS Sedan, EQS 450 4MATIC SUV, Mercedes-Maybach EQS 680 SUV, and G 580 with EQ Technology. The ninth model, The all-new electric CLA, which was well received during its initial unveiling in Thailand late last year, is scheduled for an official launch with pricing announced at the 2026 Motor Show in March.
Christian Schell, CEO of Mercedes-Benz Thailand, said, “As the new leader of Mercedes-Benz Thailand, I am pleased to continue Martin Schwenk’s pioneering vision of the Retail of the Future business model in Thailand and to introduce new vehicles and technologies to Thai customers continuously. This year marks Mercedes-Benz Thailand’s celebration of 140 Years of Innovation and advances automotive technology with The all-new electric CLA, featuring the latest innovations and recognized as Car of the Year 2026. Its upcoming launch in Thailand will be supported by a comprehensive marketing campaign integrating all lifestyle aspects, fostering the creation of a CLA Community in Thailand, and enabling the brand to build long-term relationships with diverse customer groups, especially the new generation with varying lifestyles and needs.”
The Classic Mercedes-Benz customer group, consisting of collectors and enthusiasts of classic cars, plans to establish a central hub for gathering and emphasizing the timeless value and history of various models through the launch of the first Mercedes-Benz Classic Car Center in Asia. This platform will provide Mercedes-Benz classic car experts to inspect all classic vehicles and issue official certificates for cars meeting Mercedes-Benz's global classic vehicle standards.”
Puthi Tulyathan, Vice President and Chief Customer Service Officer of Mercedes-Benz Thailand, spoke about customer service achievements and vision: “In 2025, our Customer Service department ranked second regionally in customer retention for Mercedes-Benz and earned a high customer satisfaction score of 4.90 out of 5. We launched new services such as the Mercedes-Benz In-Car Store in December, enabling customers to upgrade or renew Digital Extras packages easily via supported vehicle screens*. We also introduced the Service Select program for vehicles older than seven years* and expanded the genuine parts portfolio with StarParts, cost-effective maintenance parts specifically for vehicles aged five years and above. Additionally, we introduced the XENTRY Workshop system to enhance the digital customer experience.”
For 2026, Mercedes-Benz Customer Service plans to continue developing new services to meet the needs of both existing and new customers, including the MBSP Extra Guarantee Lite maintenance program that extends warranty coverage for engine and transmission parts for vehicles aged six to ten years with unlimited mileage. There will be ongoing campaigns for the Service Select program and upgrades to Mobile Service, which will not only offer pick-up and delivery but also basic Service A/B at customers’ homes or other locations. Special offers will be available for MB Tires and MB Collection products such as the Mercedes-Benz Wallbox 3.0 and the Mercedes-Benz Drive Recorder 360 camera. Additionally, a comprehensive care program for vehicle damage caused by accidents or flooding is planned, alongside enhanced digital services through XENTRY and XENTRY Vehicle Detector systems integrating technology to assist customer vehicle inspections. All these efforts aim to elevate customer service dimensions to a comprehensive and superior level consistent with Mercedes-Benz standards.”