Luxury van market heats up in Korea as Mercedes-Benz joins rivalry with V-Class

Mercedes-Benz Korea has entered the rapidly expanding luxury van market in the country with the introduction of the V-Class. This move is set to intensify competition in a segment that was previously dominated by Toyota’s Alphard and Lexus LM. The German luxury automaker launched the seven-seat V-Class on Wednesday, offering it as a single trim model priced at 124 million won ($92,700). The vehicle is aimed at customers who are seeking a premium vehicle that combines passenger capacity with a high level of comfort.

The launch of the V-Class coincides with a growing demand for high-end vans in Korea, particularly among business executives, celebrities, and families who are looking for more spacious and comfortable transportation options. Toyota and Lexus have established a strong presence in this segment through their Alphard and LM models, respectively. These brands have capitalized on the increasing demand for premium multipurpose vehicles that offer more space and comfort compared to conventional luxury sedans and SUVs.

The entry of Mercedes-Benz into the market is anticipated to intensify the competition, providing consumers with an additional premium option. The V-Class luxury van is exclusively available with a diesel powertrain in South Korea. Positioned as a more upscale alternative, the V-Class aims to appeal to a discerning clientele who value both style and comfort in their transportation choices.