Mercedes-Benz Korea is facing growing criticism and losing trust among Korean customers due to its perceived “overly defensive” response to a catastrophic fire involving its EQE electric vehicle (EV).
The fire, which broke out earlier this month in an apartment complex parking garage in Incheon, caused massive damage, destroying more than 40 vehicles and severely damaging hundreds more.
Public concern over the safety of EVs has escalated, and the German automaker has been criticized for not announcing any concrete countermeasures. While Mercedes-Benz Korea has donated 4.5 billion won ($3.28 million) to affected residents, it has yet to issue an official public apology.
The company is also under fire for refusing to disclose information about its parts suppliers, particularly regarding the EQE’s battery, believed to be manufactured by China’s Farasis Energy. In contrast, other automakers, including BMW, Audi, Hyundai, and Kia, have been more transparent, openly sharing information about their EV batteries when requested by customers and media.
This response has drawn comparisons to BMW Korea’s handling of a similar crisis in 2018, when multiple reports of fires in its 520d sedans led to a swift recall and public apology from top executives. In contrast, Mercedes-Benz Korea President and CEO Mathias Vaitl has remained out of the public eye since the EQE fire became a major issue.
As the investigation into the fire continues, Mercedes-Benz Korea has declined to comment on future actions, citing the ongoing nature of the inquiry.
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