Stick to luxury and innovate constantly. The Chinese market has become an important camp for Mercedes Benz to practice the brand-new strategy, and Mercedes Benz has entered a new round of luxury concept leading period in the Chinese market
What is luxury?
For a car brand, there are many definitions of luxury: luxury can be the exquisite workmanship and technical reserve that can be touched; luxury can be the attentive service and considerate care that we feel; luxury can be the heritage of noble blood and gene; luxury can also be the taste and elegance of keeping pace with the times.
“For us, redefining luxury means setting our own benchmark in every market segment.” Mr. Yang Ming, President and CEO of Beijing Mercedes Benz Sales Service Co., Ltd., explained the definition of luxury in an interview with Caijing.
In fact, luxury has always been a part of the essence of Mercedes Benz brand, and is also its inherent attribute. Facing the future, Mercedes Benz has issued a “new strategy” to continuously strengthen the positioning of luxury brand through the “new luxury” high-quality products with rich power selection and the “heart luxury” service experience of seamless online and offline links.
Looking at the present, Mercedes Benz has entered a new round of luxury concept leading period in the Chinese market, and its concept is showing on the constantly innovative products. On November 20, Mercedes Benz presented 28 models of its sub brands at Guangzhou Motor Show 2020. Among them, the lineup of one global first launch and 10 models on the market showed customers confidence in “sustainable luxury” personalized travel experience.
“Our vision is to build the most desirable automobile and service brand in China. This goal is grand and beautiful. To realize this vision, everyone needs to work together, especially the colleagues who serve the front line, because they carry the expectations of the brand.” Yang Ming said.
In fact, in addition to upgrading its product lineup and service experience, Mercedes Benz is also committed to bringing real luxury quality to customers in terms of electrification, software driving and sustainable development, so as to establish a close connection with the whole scene of car life of Chinese users. Yang Ming stressed that the implementation of Mercedes Benz’s new strategy in the Chinese market is crucial. Based on this, Mercedes Benz will create the most desirable automobile and service brand in China.
Mercedes Benz has always been one of the leading luxury brands in the world. At the same time, in the process of transforming from sales growth to profit growth, the brand has not fully realized its potential. As a result, Mercedes Benz launched a new brand strategy in October this year.
According to the new brand strategy, Mercedes Benz will focus on achieving profitable growth in the luxury car market in the future. Specifically, the strategy will strengthen Mercedes Benz’s luxury brand status, enhance the positioning of product lineup and optimize the product matrix, focus on the substantial growth of sub brands of Mercedes AMG, Mercedes mebach, Mercedes Benz G-class cars and EQ electric technology brands, and accelerate the development of the brands in the fields of electric drive and Automotive Software.
“In terms of strengthening brand positioning, Mercedes Benz, as a luxury car brand with more than 100 years of history, should not make subversive changes, but continue to release the charm and potential of each sub brand and strengthen the uniqueness of these sub brands.” Yang Ming believes that the product is the best evidence of Mercedes Benz brand positioning.
As the main battlefield of the “new four modernizations” and the sales volume of Mercedes Benz, the Chinese market is also an important position for Mercedes Benz to practice its new strategy. At the Guangzhou auto show, Mercedes Benz also highlighted Maybach brand, AMG brand, G-class car and EQ electric technology brand.
It is worth mentioning that, on the eve of the 2020 Guangzhou auto show, the new Mercedes Maybach S-class sedan was launched in Guangzhou globally. At the same time, the new Mercedes Maybach GLS SUV also officially landed in the Chinese market. “Finance and economics” reporter learned that the Chinese market has become the main sales market of Mercedes – Maybach S-class cars. According to the data, since its launch in 2015, about 60000 Mercedes Maybach S-class cars have been delivered around the world, and the sales volume in China accounts for more than 2 / 3 of the global market.
New Mercedes Maybach GLS SUV
With the arrival of the new Mercedes Maybach GLS SUV, Mercedes mebach’s concept of “reaching luxury” is extended to the field of SUV for the first time. The sub brands, including Maybach, AMG, EQ and G-class cars, are helping Mercedes Benz continuously meet the personalized car and service needs of different user groups.
According to Yang Ming, in addition to strengthening the uniqueness of sub brands, the brand-new strategy also emphasizes Mercedes Benz’s leading position in the field of digitalization and electrification. At present, Mercedes Benz is transforming into a more agile enterprise, and its digital value chain covers R & D, production, vehicles, retail network and user solutions. Among them, China’s local R & D team has more than 1000 people, and the Chinese team will play a crucial role in exploring the future digital luxury experience.