Mercedes-Benz bolsters product strength with NEV strategy

Executives from Mercedes-Benz attend a news conference on Friday during the ongoing Guangzhou auto show, which saw the German auto brand unveiling top variants of Flagship model and latest NEV model Concept EQA. Photos Provided to China Daily

The car industry in 2017 has seen slowing growth. However, there's always a silver lining, with the premium car market standing slightly higher in spite of the industry-wide trend.

The latest indicator comes from Mercedes-Benz, which has sustained healthy and steady momentum, with nearly 508,000 vehicles sold in first ten months, 27 percent growth year-on-year. These impressive transcripts turned out to be quite a convincing refrain for the company's already staggering two-million-unit sales record in China over the past half-decade.

More importantly, however, numbers are just outgrowth of the company's years of dedicated work rather than a deliberate choice or measure of success, as the company aims at staying humble and confident.

"We truly enjoy the dynamics of the Chinese market, and we are very thankful for the outstanding acceptance of our brand and products by our Chinese customers," said Hubertus Troska, member of the board of management at Daimler AG, responsible for China, at a news conference.

On Friday, the Stuttgart-based automaker introduced 34 Mercedes and smart models, including one premiere and ten launches, in a bid to amaze a number of onsite media in the balmy coastal city of Guangzhou, wrapping up the already successful year.

Mercedes-Benz introduced Maybach S 680 with China-exclusive nomenclature that contains auspicious numbers in the Chinese culture to tribute local customers.

"That position may be maintained and it may not, but I tell you in all sincerity that in many ways it is unimportant," said Nicholas Speeks, president & CEO, Beijing Mercedes-Benz Sales Service Co Ltd.

"What we and I are most proud of, is the work we have done to win the trust of our dealers and our growing family of customers and friends that have brought us to that position," he said.

The collection of launches that stole the spotlight includes the Concept EQA, Maybach S 680 and E 63 S 4MATIC+ Special Edition, spanning the range from vision of the future of e-mobility to staples of premium sedan and performance driving.

While consistently introducing new models that push the boundaries of automotive technology, the German automaker also worked to harden the dealer relationship in further lifting the customer experience.

"We are working closely with our dealer partners to create a new retail ecosystem that enables more efficient retail operation, enhanced personnel expertise, and ultimately better customer experience in the digital economy and moving forward," said Li Hongpeng, the company's senior executive vice-president. "We are very confident that we can make this a reality."

Not satisfied with merely staying true to their long-term commitment to China through the right products and services, what the company pursues also lies in investing in the future.

For instance, new energy vehicles, or NEVs, offer a salient representation of future solutions for human mobility, which have already seen half a million units sold in first ten months in China, the world's largest NEV market, and are expected to account for 15 to 20 percent of its sales by 2025.

"Electric mobility will be one of the biggest game changers in the decades to come," said Troska.

"Of course China, already the largest NEV market in the world, will continue to play a major role in this aspect."

Mercedes-Benz introduced Concept EQA to Guangzhou and announced first locally produced pure electric model to be EQC in 2019.

At the conference, Mercedes-Benz announced it will invest 10 billion euros ($11.79 billion) to expand its electric fleet over coming years and will offer at least one electrified alternative in each model range by 2022.

Before officially kicking off the first model EQC, which is set to hit Chinese roads in two years, it brought out the Concept EQA earlier in Guangzhou.

The Concept EQA, the first Mercedes-Benz all-electric EQ concept vehicle in the compact segment, is poised to be a game-changing model of its segment.

Driving into a new era in style, the design of the Concept EQA exudes an electric aesthetic with a reduction of sharp edges and lines, as well as boasting a range of up to 400 kilometers, bringing the public a clear-cut vision of future mobility.

The S-Class and Maybach S-Class

Following the first batch of models released earlier in September, Mercedes-Benz this time launched the S 500 L 4MATIC, the Maybach S 560 L 4MATIC and Maybach S 680 in order to further expand the S-Class family and continue to take the lead in the dimensions of automotive design, luxury and intelligence.

The new S 500 L 4MATIC comes with a new in-line 6-cylinder engine, which works for the first time with the most cutting-edge 48-V intelligent motor and electronic turbochargers, achieving fuel consumption comparable to 4-cylinder engines and performance on a par with an 8-cylinder.

The Mercedes-Maybach S 560 4MATIC features a new V8 engine as one of the world's most efficient, with seamless switching between the 4 and 8-cylinder operating modes. The Maybach S 680 for China comes with a China-exclusive nomenclature that contains an auspicious number in Chinese culture, a tribute to local customers.

The AMG E 63 S 4MATIC+ Special Edition features a powerful 4.0-liter V8 biturbo engine that can push to 0-100 kilometers per hour in just 3.4 seconds, putting it in a league of its own.

Mercedes-AMG with a Driving Performance brand spirit has brought performance enthusiasts the AMG E 63 S 4MATIC+ Special Edition, the AMG S 63 L 4MATIC+ and AMG S 65 L, each with outstanding performance, celebrating the 50th anniversary of the brand. Earlier this year, the AMG 43 Series models were also introduced to China's market at full blast to secure the market.

As the most powerful E-Class production model ever, the AMG E 63 S 4MATIC+ Special Edition features a powerful 4.0-liter V8 biturbo engine that can push to 0-100 kilometers per hour in just 3.4 seconds, putting it in a league of its own. Other models with personalized variety that the brand brought to Chinese customers in the year's final chapter also include the distinctive G 500 designo manufaktur Edition and AMG G 63 Exclusive Edition. With its eyes on the horizon, Mercedes-Benz strives for progress, and recognizes China as an integral part of its future. Speeks said that with the enhanced brand value, strengthened customer experience, and more locally produced products, they will firmly hold confidence for future growth in China.

"Not only as a market but as a home and a partner, and our role in the continuing long history of this ever-fascinating land will continue to grow."