automotive

Mercedes-Benz Appoints New Head Of Van Sales, Marketing

Mercedes-Benz USA has appointed Jee-Seop Kim as head of sales and marketing, Mercedes-Benz Vans North America.

He succeeds Heike Scheuble, who will retire from Mercedes-Benz on Sept. 2 after more than four decades with the brand.

Kim, who is currently vice president of customer services, Mercedes-Benz USA, takes on the new role effective Sept. 1. He reports to Sagree Sardien, the global head of sales and marketing, vans, in Germany. Melody Lee remains CMO of Mercedes-Benz USA, heading up the marketing of the automaker’s non-van vehicles. 

Scheuble held a series of pivotal leadership roles in both Europe and the U.S., including key positions in warranty, product management and aftersales. 

Since joining the Mercedes-Benz USA Vans team in 2015, Scheuble drove continual profitable growth, built a high-performing and diverse team, launched new aftersales strategies, and played an essential role in strengthening customer and dealer relationships, according to the automaker. 

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Worldwide sales of Mercedes-Benz Vans rose by 16% in the fourth quarter of 2024 to 105,700 units, the best quarterly results of the year despite global macroeconomic challenges. For the full year 2024, Mercedes-Benz Vans sales reached 405,600 units, according to the automaker. 

Kim has more than 20 years of international leadership experience with the brand. Since joining Mercedes-Benz in 2002, he has held key roles in sales, aftersales, and customer service in the U.S., Germany and Korea. He spent 18 years as vice president at Mercedes-Benz Korea, including interim president and CEO in 2020. H

He has helped drive stability, growth, and enhanced performance in the U.S. dealer network during a period of significant change for the automotive industry, according to the automaker. 

Mercedes-Benz promotes its vans lineup in part via Vans Ambassadors, who post about how vans fit into their lives. Each ambassador represents a different facet of adventurer. “Whether it is through extreme sports, non-profit work, or simply exploring the unknown, our ambassadors are living life to the fullest with their Sprinters,” according to the automaker.

Significantly, despite the threat of tariffs driving up costs, Mercedes-Benz announced in April that the manufacturer’s suggested retail price of all new 2025 Mercedes-Benz vehicles will remain the same until further notice as part of its "Customer First" promise.

1 comment about "Mercedes-Benz Appoints New Head Of Van Sales, Marketing".
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  1. Yasin Akbulut from Taxi Akbulut Tübingen, June 23, 2025 at 1:40 p.m.

    A Concerned Perspective from a Long-Time Mercedes-Benz Customer

    As a taxi business owner in Tübingen germany who has relied on Mercedes-Benz vehicles for many years, I read news about leadership changes and sales milestones with mixed feelings. While fresh leadership can bring positive change, the everyday experience for loyal, long-standing customers tells a different story.

    Over the past few years, the quality of Mercedes-Benz vehicles has clearly declined – from build materials to reliability – and yet prices have skyrocketed. Unfortunately, this is not being balanced out by meaningful discounts or support for repeat business customers.

    To give just one example: I recently had to order a new V-Class for over €106,000 for use in my taxi fleet. Despite years of brand loyalty and regular purchases, I was offered a mere 1% discount. For small business owners and fleet operators, that’s not only disappointing – it feels like a lack of appreciation.

    Mercedes-Benz proudly promotes its "Customer First" promise – but many professionals on the ground are no longer feeling that commitment. If other brands continue to offer more flexible, customer-friendly pricing and service, Mercedes risks losing the loyalty it once took for granted.

    I genuinely hope the new leadership in the van segment will take a closer look at the real needs of long-term business customers – not just focus on marketing metrics.

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