Benz plans 40 launches amid Asean EV boom

Business Motoring Benz plans 40 launches amid Asean EV boom PUBLISHED : 10 Nov 2026 at 05:57 WRITER: Lamonphet Apisitniran Listen Small Medium Large Share Facebook Reddit Copy Link Mercedes-Benz Group AG plans to launch 40 new vehicle models globally over the next two years (2027-28), driven by robust growth in electric vehicle (EV) markets, particularly in Southeast Asia. The German luxury carmaker will introduce a mix of internal combustion engine vehicles and EVs, reflecting varying consumer demand across global markets, said Mathias Geisen, a member of the board of management at Mercedes-Benz Group AG. The new models are expected to be launched first in Europe before being rolled out to other regions, with the company placing strong emphasis on key Asian markets, including China and Southeast Asia, he said. Mercedes-Benz said demand in Europe remains strong, with the market recently rising by 35%. Germany, its home market, recorded growth of 10%. The Asean market has also demonstrated strong momentum, particularly in Thailand, Singapore and Malaysia, which the company regards as key markets because of their high purchasing power. Mr Geisen said that Mercedes-Benz plans to further expand its investment in Thailand to support the country's rapidly growing EV market, although he declined to disclose the investment value. "We cannot reveal specific investment figures at this stage," he said. Mercedes-Benz has committed to complying with the Thai government's local content requirements for battery EV production, which require at least 40% of the components used in vehicle assembly to be sourced locally. The company recently introduced its latest flagship luxury vehicles in Thailand, the new S-Class and the new Mercedes-Maybach S-Class, both of which are locally assembled. The S-Class is available in two variants: the S350 d diesel model and the S580 e plug-in hybrid. The Mercedes-Maybach S 580 e is also offered as a plug-in hybrid electric vehicle. Christian Schell, president and chief executive of Mercedes-Benz (Thailand), said the company aims to establish Thailand as one of its major EV production hubs in Southeast Asia. He said Mercedes-Benz expects one-third of its battery EV production in the region to come from its Thai manufacturing facility. Mercedes-Benz currently operates vehicle assembly plants in Thailand and Malaysia. According to Martin Schulz, president and chief executive of Mercedes-Benz Malaysia and head of region for Mercedes-Benz Cars Southeast Asia, the two facilities produce similar models and are primarily focused on serving their respective domestic markets. KEYWORDS Mercedes-benz Electric vehicles Thailand automotive industry Asean ev market Luxury car manufacturing Mercedes-benz thailand Ev production hub COMMENT (4)