The flyer, which bore the name and contact information of a salesperson claiming to be a chief from an official Mercedes dealership, offered a range of incentives specifically targeting victims of the electric vehicle fire. (Image provided by the residents of the building where the EV fire accident broke out.)
SEOUL, Aug. 8 (Korea Bizwire) – In the wake of a devastating fire caused by a Mercedes-Benz EQE electric vehicle in an underground parking garage, a promotional flyer from a Mercedes dealer has ignited controversy and drawn criticism for its insensitivity.
The fire, which occurred on August 1 in the Cheongna district of Incheon, resulted in damage to over 40 vehicles and smoke damage to approximately 100 more. The total cost of the damage is estimated to exceed 10 billion won.
Just days after the incident, residents of the affected apartment complex were shocked to find advertising flyers for a “Mercedes Fire Support Promotion” posted in their building.
The flyer, which bore the name and contact information of a salesperson claiming to be a chief from an official Mercedes dealership, offered a range of incentives specifically targeting victims of the electric vehicle fire.
The promotion included a 2% additional discount on new Mercedes purchases, guidance on disposing of damaged vehicles and reclaiming the 7% acquisition tax, and the gift of a car fire extinguisher with each new vehicle purchase.
The ill-timed marketing attempt was met with immediate backlash from residents and online communities. One resident expressed their disbelief, stating, “It feels like we’re being mocked with the offer of a fire extinguisher.”
Others on internet forums described the promotion as “adding fuel to the fire” and criticized the salesperson’s lack of situational awareness.
In response to the growing controversy, Mercedes-Benz Korea issued a statement distancing itself from the promotion. “We regret any inconvenience caused to the apartment residents by this incident,” the company said.
They clarified that the promotion was not sanctioned by Mercedes-Benz Korea and was instead the result of an individual salesperson’s decision from a dealership in a different region.
The automaker also stated that it is currently in the process of removing all distributed flyers and have instructed all dealerships to prevent similar occurrences in the future.
Kevin Lee (kevinlee@koreabizwire.com)
