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Mercedes-Benz Korea is turning to a more affordable electric CLA sedan in an effort to revive its struggling electric vehicle business amid rising competition from Tesla and Chinese rivals. The new all-electric CLA and GLC models were introduced on Monday, with the entry-level CLA coupe-type sedan priced at 52.9 million won ($40,000), signaling a significant shift from the automaker's traditional premium positioning.

This pricing places the new electric sedan in closer competition with mass-market alternatives such as Tesla's Model Y, which starts at 49.99 million won in Korea. The launch of the price-competitive CLA comes at a crucial time for Mercedes-Benz, as the company's EV sales have been sluggish following a fire involving a Mercedes-Benz EQE sedan in an underground parking garage in Incheon in August 2024. The company's electric car lineup, which once drove growth, has lost momentum since then.

Brief written by urgent.news from The Korea Times's own syndicated text. Machine-written — may contain errors; check the original before relying on it.