Mercedes-Benz Korea made several debuts at Seoul Motor Show that kicked off Thursday.

One was the long-anticipated A-Class, the smallest, cheapest Mercedes that will finally hit the Korean market in the latter half of this year.

Even though the car debuted globally in 1997, the German luxury carmaker has delayed the launch of the 1,800 cc hatchback in Korea where its larger sedans are enjoying an unrivaled premium image.

The other debut on the day was Britta Seeger, the Korean unit’s new and first female chief. She is also the first female CEO in the nation’s male-dominated car industry. 

“I’m used to competing with tough males as I have worked in the automobile industry for more than 20 years. It’s not so different in Germany,” she said.

Describing the Seoul event as the “highlight of her career,” the new CEO pinned high hopes on the A-Class bringing Mercedes non-typical customers ― those in their 20s and 30s.

Seeger wouldn’t comment on the sales target for the specific model as it had yet to be launched. “We assume a moderate growth like last year, about 4 to 5 percent this year overall,” she said.

“We always strive for No. 1.”

Mercedes-Benz also revealed the new CLA-Class, a compact four-door coupe, for the first time in Asia during the motor show.

By Lee Ji-yoon (jylee@heraldcorp.com)