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

Mercedes-Benz Korea has entered the nation's fast-growing luxury van market with the V-Class, intensifying competition in a segment previously dominated by Toyota’s Alphard and Lexus LM. The German luxury carmaker launched Wednesday the seven-seat V-Class as a single-trim model priced at 124 million won ($92,700), targeting customers looking for a premium vehicle that combines passenger capacity with a high level of comfort. The launch comes as demand for high-end vans grows in Korea, particularly among business executives, celebrities and families seeking more spacious and comfortable transportation. Toyota and Lexus have established a strong presence in the segment with their Alphard and LM models, respectively. The two brands have benefited from growing demand for premium multipurpose vehicles that offer more space and comfort than conventional luxury sedans and SUVs. The arrival of Mercedes-Benz is expected to intensify competition by giving consumers another premium option. The V-Class luxury van is only available for a diesel powertrain here. The V-Class is positioned as a more sp