Han Sung Motor CEO Marco Kim / Courtesy of Han Sung Motor

Han Sung Motor has appointed Marco Kim as its new chief in a strategic move aimed at helping Mercedes-Benz Korea realign its sales strategy following the carmaker's involvement in a catastrophic electric vehicle (EV) fire in Incheon.

Kim took office Sunday by replacing outgoing CEO Ulf Ausprung. Han Sung Motor is an authorized dealer for the Korean subsidiary of the German automaker.

Han Sung Motor expects the new Korean leader to drive a change in the sales atmosphere for the German luxury carmaker at a crucial time when the fire triggered by a Mercedes EQE sedan has escalated into a major social issue, sparking nationwide EV-phobia.

Last month, Mercedes-Benz Korea came under severe public criticism for not taking any immediate countermeasures regarding its compensation plans related to the EV fiasco, which left more than a hundred other parked vehicles seriously damaged at an underground parking lot in Incheon.

Critics have urged the German carmaker to appoint Korean experts as top executives to ensure swift decision-making that is better suited to the Korean automotive market, especially amid the company's declining sales.

According to data from the Korea Automobile Importers & Distributors Association, Mercedes-Benz Korea's car sales came in at 34,380 between January and July this year, down 15.8 percent from the previous year.

Han Sung Motor expects Kim to help its clients deal with the rapidly changing auto market here.

"I feel a strong sense of responsibility for taking on the role as the largest dealer of Mercedes-Benz Korea," Kim said. "I will do my best to strengthen innovation and make more strategic attempts for sustainable growth of both Han Sung Motor and our clients."

Kim is a retail expert in the global auto industry, having worked with diverse global carmakers. Born in Korea, he moved to Australia and spent most of his retail career there.

He worked as a client director at Deloitte Motor Industry Services in Australia. Most recently, he was a dealer principal at Porsche Centre Brisbane before assuming the new position in Korea.

Kim, who spearheaded Australia's premium auto retail industry, has experience working with luxury automakers such as Porsche, Mercedes-Benz, Audi, Infinity and Volvo.

He helped them set up their retail strategies in Australia and offered diverse consulting services for premium carmakers.

Kim is widely expected to map out future sales strategies for Han Sung Motor's auto clients.

The outgoing CEO of Han Sung Motor will not immediately step down from the post, but will continue to support Kim until he gets accustomed to his new role here.

"Han Sung Motor has secured the new expert who will drive strategic innovation and sustainable growth of the company," Han Sung Motor's former CEO Ulf Ausprung said. "Expectations are Kim will contribute a lot for Han Sung Motor to achieve another major leap-forward in the Korean imported vehicle industry."