Discover the Exclusive Mercedes-Benz Circle: A New Membership Program for Premium Car Buyers

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Mercedes‑Benz Korea announced on the 15th that it has officially launched a new membership program called ‘Mercedes‑Benz Circle’ to deepen customer brand experiences.

Mercedes‑Benz Circle is a membership program designed to deliver ongoing, exclusive brand experiences to new‑car buyers. It expands post‑purchase experiences into travel, dining and lifestyle areas and offers curated benefits tailored to members’ lifestyles and preferences.

Mercedes‑Benz Korea introduced a five‑tier membership system based on mileage accrued from vehicle purchase amounts. Members are placed into one of five tiers—Friends, Opal Light White, High‑Tech Silver, Kalahari Gold and Night Black—based on accumulated mileage, and they receive differentiated benefits and access to exclusive programs.

The Circle organizes benefits for vehicle buyers into three categories: common benefits, tiered ongoing benefits and premium benefits. Through partnerships with various brands, it offers perks across the lifestyle spectrum, including stays at major domestic hotels, discounts from luxury brands and private wellness programs.

Common benefits include discounts on hotel reservations and on coffee and dining brands. Premium benefits, available to Night Black, Kalahari Gold and High‑Tech Silver members, provide themed packages—travel, dining and lifestyle—that allow members to enjoy a wide range of handpicked perks and brand experiences.

In addition, Mercedes‑Benz Korea is focusing on improving the customer experience by making the membership easier to use. Since the 13th of last month, the company has introduced an online direct‑sales system called ‘Retail of the Future’ to increase price transparency.

Lee Sang‑guk, executive vice president and head of Digital, Marketing and Communications at Mercedes‑Benz Korea, said, “Mercedes‑Benz Circle is a membership program we launched to give new‑car buyers a differentiated brand experience. We will continue to roll out a broader range of distinctive programs and benefits for our customers.”

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