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브리타 제에거 벤츠코리아 신임 사장이 한국 행을 결심하는데 걸린 시간은 딱 2시간이다.
그만큼 한국시장은 그에게 매력적인 도전이었다.
게다가 메르세데스-벤츠 본사에서 한국시장의 중요도가 급격하게 높아지고 있는 시점에서 내린 결정이라 더욱 의미 있었다고 그가 코리아 헤럴드와의 단독 인터뷰에서 밝혔다.
“한국은 여전히 성장하고 있는 시장이고, 가능성이 풍부하고 여전히 창조가 가능한 곳이다.”
3월에 부임한 제에거 사장의 진두지휘아래 최근 판매를 시작한 뉴 E-클래스는 2주 사이에 벌써 1,000대가 넘게 팔린 점을 보아도 그는 한국과 궁합이 잘 맞나 보다.
이 추세로 가면 연말까지 목표한 7,000대는 거뜬하다고 말하는 제에거 사장에게서 자부심과 자신감이 묻어났다.
호탕한 웃음 뒤에 CEO특유의 꼼꼼함이 엿보이는 그는 벤츠 고객들의 사랑에 대한 보답도 철저히 준비하고 있다. 바로 부품가격 인하다.
AS와 부품서비스 전문가인 제에거 사장은 늦어도 9월 중에는 본격적인 논의를 시작할 것이라고 밝혔다.
한국고객이 수입 차에 가진 가장 큰 불만이 서비스와 부품 가격이다. 하지만 본사 정책은 물론, 업계눈치도 봐야 하기 때문에 부품가격을 낮추는 게 결코 쉽지 않다.
제에거 사장은 “결국 고객이 원하는 부품을 합리적인 가격으로 구해주는 것이 최우선”이라며 가격인하에 대한 의지를 보였다.
그러면서 그는 벤츠코리아에 대해 본사도 상당한 신뢰와 관심을 가지고 있다고 전했다.
“슈투트가르트의 벤츠 본사에서 R&D와 구매 담당 등 많은 인력이 다녀갔다. 그들은 하나같이 벤츠코리아 직원들의 열정과 노력을 높이 평가했으며, 특히 IT분야에서 배울 점이 많다고 말했다.”
그만큼 한국 고객이 원하는 서비스도 남다르다는 점을 알고 있으며, 본사에서도 이런 부분에 대한 투자를 늘릴 생각이라고 말했다.
현재 벤츠 코리아는 벤츠 전세계 시장에서 15위 권이다.
하반기 A 클래스 출시도, 또 유난히 모델에 예민한 한국소비자를 위해 다양한 라인업을 요구하는 것도 모두 한국에 대한 애정 때문이다.
커뮤니케이션도 한국식 돌직구가 좋다는 독일인 제에거 사장은 한국은 뭐든지 빠르고 편해서 좋단다.
“딜러들과 이야기하면 10분만에 뭐가 문제고 뭐가 괜찮은지 다 파악할 수 있다. 그만큼 커뮤니케이션이 솔직하고 군더더기가 없다”는 그는, 벤츠는 한국기업이며, 본인이 할 일은 본사의 큰 그림을 전달하는 역할이라고 했다.
“본사에서 한국에 가르쳐줄 것은 전혀 없다. 도리어 내가 한국을 배워야 한다,”며 한가지 느 점이 있다면, 고객들은 벤츠가 지금보다 큰 목소리를 내기 원한다는 것이다.
인터뷰 내내 제에거 사장은 자신이 드러나기 원하지 않았다. 어디까지나 벤츠라는 브랜드를 대표하기 때문이다.
“내가 정말 원하는 게 있다면, 내가 떠난 뒤에도 조직이 정말 훌륭하게 굴러가는 것이다,”라며 그는 자신이 떠난 뒤에도 굳건하게 자리 매김하고 있는 슈투트가르트 조직을 언급했다.
그런 그가 이제 곧 독일에서 공부중인 세 명의 자녀, 그리고 남편과 재회한다.
함께 제주도로 여행가서 슈팅브레이크를 타겠다며 설레어 하는 제에거 사장은 가정과 직장 모두를 거머쥔 커리어 여성이었다.
(코리아 헤럴드 김지현 기자)
<관련 영문 기사>
"Best or nothing in Korea: Mercedes-Benz CEO"
By Kim Ji-hyun
Orders are pouring in.
Mercedes-Benz Korea has sold more than 1,000 of the new E-Class in the first two weeks since its launch here last month.
Facelift models usually don’t go too far out on a limb, but the new E-Class is barely recognizable from the original. It’s still the classy car it was, but with a bold new flavor of pizzazz to attract a new generation of car buffs.
The woman behind this success is Britta Seeger, the three-month-old chief executive who’s aiming to sell 7,000 of these crimped new models by the end of this year.
“The E-Class fits perfectly in Korea,” Seeger said in an interview with The Korea Herald.
In person, the CEO herself was the essence of the Mercedes brand.
She oozed just the right amount of confidence and intelligence, was very enthusiastic at times, but also seemed to be an avid listener, especially when speaking with her dealers, her customers and her staff -- her people.
She appeared to be genuinely intrigued by the Korean culture, calling Koreans “the Italians of Asia.”
“People I knew told me if I go to Korea, I would feel very comfortable because I have a big affection for Italy. Italians are open, frank, emotional, love food and drink,” Seeger said, laughing at the memory.
And they were right, she added. Even with the dealers, she recalls the conversation as being “fast, honest and open.”
“Within 10 minutes you know their problems and whether it’s fine. It’s very easy.”
A CEO in Seoul
Despite all the affection they profess for Korea, it’s rare to meet a foreign CEO who actually calls his or her company “Korean.”
But for Seeger, there not a doubt in her mind about the “nationality” of the firm she runs.
“This is a Korean company. I have to adapt to the Koreans,” she said. “I do not need to change things here. Korea is a very well developed country so there is nothing they need from Germany and to tell them how to do business.”
The country is definitely in the lead in terms of digital savvy, and the CEO and the Mercedes headquarters is working on how to better cater to the locals who demand a very high level of connectivity.
“Korea is the most advanced market in this sense. We need to understand this (need) and get used to it. We need to develop,” she said.
One very conspicuous trait of Seeger’s leadership was its extreme focus on the team and not herself as an individual.
Expressing her surprise at the media fuss over her appointment in March, she said it is “not so much about me,” although some have advised her to become “louder.”
The truth is, in her eyes, “the best thing would be that if I leave tomorrow after years in Korea, the organization is so sustainable. That would be the nicest thing.”
Prior to Seoul, Seeger left a huge responsibility in Stuttgart where she handled parts sales and marketing. Her team, she is proud to say, remains stable and self-reliant even after her departure.
Mercedes-Benz Korea’s position
Globally, Mercedes-Benz Korea is being quickly recognized for its candid, yet dedicated and devoted staff, according to the CEO.
“We had very positive feedback from our procurement and R&D people (from Stuttgart). They were deeply impressed,” Seeger said. “They say ‘we need to use our Korean expertise in the company with the customers, it’s so advanced and trend-setting.’”
Korean dealers at imported car brands are known for the pains they take to offer top-notch services to customers who love being pampered. As a result, up to 70 percent say they would buy a Mercedes again.
“Our promise is best or nothing, and this is what we have to fulfill,” was the chief’s explanation.
Headquarters is aware of the high level of services, which some believe should be benchmarked, and also the potential the Korean market holds despite being the 15th largest in Daimler’s global rankings.
“We have huge potential because customers love imported cars,” said Seeger who believes Korea to be a main pillar in achieving Daimler’s goal to take the world’s top luxury car slot by 2020.
The product diversity for both the E-Class and the S-Class in Korea are evidence of Korea’s significance. Seeger stressed that she would raise her hand every time for products she feels are perfect for Korea where customers are sensitive about having access to more global models.
The launch of the A-Class later this year reflects this promise.
“I think Korea will get more and more important. It’s about how capable we will be to sell cars to customers and what we learn from Korean society and suppliers,” Seeger said.
But more has to be done to strengthen this market, she noted, especially given the fierce competition with BMW Korea.
Adjusting the price of car parts is one solution, especially given Seeger’s background and expertise in parts and services.
She has held extensive talks with everyone responsible, and now the CEO believes a price reduction may be possible as early as September.
Last month, the company broke ground for a 52 billion-won parts distribution center.
(jemmie@heraldcorp.com)
