Text | Boss Wang
Looking closely at each auto show, there are always certain brands, its booth is always crowded, and the seats in the car are also packed. It was as if everywhere was its home field.
I believe that when I describe these brands, the first thing that pops into your mind is Mercedes-Benz.
It was another year at the Shanghai Auto Show, and Mercedes-Benz, unsurprisingly, became the brightest three-pronged star in all the booths, because this time, they brought the toughest goods in the brand at the moment.
Mercedes-Benz's slogan this time is: Charm Magic City, "9" up!
9 represents 3 global debuts, 3 Chinese debuts, and 3 Chinese listings.
We can use these 9 models to ponder Mercedes-Benz's deep thinking about the Chinese market.
This time at the auto show, we can clearly feel that the general trend of the times has clearly shifted to the EV, that is, the pure electric market, and Mercedes-Benz has also brought its first large-scale pure electric luxury car to Chinese customers - the new EQS.
The new EQS is Mercedes-Benz's first luxury sedan based on a large all-electric model architecture (EVA) platform, and in this segment, it is a unicorn and has no competitors. At first glance, you will wonder how this time the Mercedes-Benz flagship is different from the past, the long hood is gone, and the shape of the whole car is more inclined to a "single van".
In fact, this is because Mercedes-Benz has applied the latest "bow design" on the new EQS model, coupled with the design of frameless doors and curved high waistlines, which not only ensures the elegance of the entry and exit, but also ensures that the car has a very good vision and head space, which is the engineering skills lacked by many fledgling new car-making forces. The simple and atmospheric and smooth styling details make the wind resistance coefficient of the whole vehicle as low as 0.20, breaking the world record for the wind resistance coefficient of the existing production car.
Not surprisingly, this style will once again become a design benchmark in the EV era, sought after by followers around the world.
Coming to the interior, the most visual impact is the curved OLED screen with an overall width of more than 141 cm - MBUX super-joint screen. The beauty of this screen is not only that it has a pleasing ultra-high resolution, but also the Freeform freeform shape, which is difficult to seamlessly embed with the air outlets of the two turbine shapes, achieving a perfect fusion of mechanical aesthetics and digitalization.
It can be said that on this one detail, let other competitors look forward to it, and with the Berlin Sound Surround Stereo Speaker System simulation of the 3 kinds of personalized simulated sound waves, tell users what the sound waves of the electric vehicle era should look like. As for the battery life of electric vehicles, the new EQS gives a range of more than 800 kilometers under clTC operating conditions.
So for Mercedes-Benz, what kind of customer group is the new EQS aimed at?
Jan Madeja, President and CEO of Beijing Mercedes-Benz Sales & Service Co., Ltd., said: "Although the new EQS and S-Class are two very different flagships, the new EQS has the potential to attract favor thanks to Mercedes-Benz's pursuit of comfort, luxury, technology, safety and high quality' S-Class' experience for customers; on the other hand, the car is very unique, and this uniqueness gives us a lot of opportunities to attract different new customers, especially those who want to have a luxury electric mobility car in particular. ”
To borrow engineering terms, it is a luxury electric car with comfort biased towards Riding, which is the only one in the current market. For those who do not yet have a Mercedes-Benz model, they will prefer to have a different Mercedes-Benz, and the new EQS is a good choice for them.
In the Mercedes-EQ brand layout, Mercedes-Benz also brought a relatively close to the new EQA pure electric SUV and a new EQB pure electric SUV, to borrow Mr. Yang Ming's words, these two cars in their respective market segments will bring "electric luxury" to a new dimension, which is the same as the pursuit of the new EQS.
In the compact luxury electric SUV market, only the new EQA has a clTC range of more than 500 kilometers and a highly intelligent MBUX intelligent human-computer interaction system. Users who have experienced Mercedes-Benz ADAS will marvel at how easy Mercedes-Benz's driver assistance system and follow-up system are, which will not be absent from the new EQA, and out of respect for the health of occupants, the SMD Terminator 3.0 equipped with HEPA filter is also a benchmark in this category.
And if you want to find a 7-seater model in the compact luxury electric SUV market, the new EQB is your only option at the moment.
Talking about this, you must think, is It that Mercedes-Benz has since given up on fuel vehicles and fully transformed into electrification?
Mr. Yang Ming's sentence "We will not absolutely abandon the traditional fuel vehicle" and the world premiere of the new Mercedes-Benz long-wheelbase C-class car directly give us a shot in the arm for those who have doubts.
The new Mercedes-Benz long wheelbase C-Class not only inherits the "Meteor Shower" digital headlights derived from the S-class, but also continues to increase the wheelbase by 34 mm to 2,954 mm compared to the existing products, bringing more spacious and comfortable interior space.
Based on market research on Chinese customer preferences, Mercedes-Benz has tailored more rear-seat exclusive configurations on the new Mercedes-Benz long wheelbase C-Class. The thickness of the rear seats and the length of the seat cushions are thickened and lengthened according to the preferences of Chinese users, while combining the new deluxe rear headrests with additional soft pillows and the widened rear center armrests to create a luxurious experience "comfort zone".
The new generation of Mercedes-Benz CLS coupes, known as the "most beautiful Mercedes-Benz", also debuted at the Shanghai Auto Show. The Mercedes-Benz CLS four-door coupe has undergone three generations of model evolution, subverting the imagination, leading the trend of the times, and becoming a pioneer representative of aesthetics.
While inheriting the iconic minimalist lines and pure curved surfaces, the new cls four-door coupe features a newly designed "Star Diamond Grille" logo front face and AMG-style front surround, bringing a more dynamic and stylish visual impact. The smooth lines and textured interior design allows elegance and fashion to collide, and offers a richer choice of seat color combinations and wood trim panels to create an expressive interior atmosphere.
But for Mercedes-Benz, success in the fuel vehicle market is not enough to stop them from innovating, in every market segment, Mercedes-Benz strives to make products the industry benchmark. At the Shanghai Auto Show, Mercedes-Benz brought a new generation of Mercedes-Benz E 350 eL plug-in hybrid sedans and sports cars, both of which can achieve a pure electric mileage of 120 km under NEDC conditions.
Thanks to the blessing of Mercedes-Benz's third-generation plug-in hybrid technology, the acceleration of the two cars has reached 6.7 seconds per 100 kilometers, and the comprehensive fuel consumption of 100 kilometers is as low as 1.4 liters, taking into account strong power and ultra-low fuel consumption.
Of course, for the Chinese market, the Mercedes-Benz brand can not be ignored by those consumer groups that have demand for the ultimate luxury. The new Mercedes-Maybach S-Class combines the latest Technology from Mercedes-Benz with the exclusive respect of the Mercedes-Maybach sub-brand and is proudly launched at the Show.
The full opening of the aura is the best description of the Mercedes-Maybach model, with a length of 5,470 mm and an extra long wheelbase of 3,396 mm, and a wide space to show an open pattern.
Since it is a Mercedes-Maybach model, the requirements of Mercedes-Benz for it are only two words - perfect.
The majestic shape of the magnificent Zhongzheng is far from perfect.
Perfection is not just the majestic power of the V12 engine, not just the Nappa leather and high-quality wood decorations all over the car. Not only the No.12 cinnamon fragrance exclusive to the V12 model, but also the newly upgraded 64-color ambient mood light with 12 color combinations, as well as the first-class rear independent seat with a variety of functions such as electric telescopic leg rest massage and headrest heating, as well as the ultimate NVH brought by the lightweight sound absorption technology combined with the body noise reduction structure, but also the delicate soft sound quality of Burmester® Berlin Sound, enjoy the pleasant gift.
At this point, the full sensory experience of seeing, touching, smelling and hearing has become the perfect name for Maybach.
If the new Mercedes-Maybach S-Class is a representative of luxury within reach, then the Mercedes-Benz VISION AVTR concept car launched in China interprets the beautiful vision of sustainable luxury.
It is reported that this ultimate fantasy concept car is inspired by the sequel to the "Avatar" series, which was jointly created by the design team of Mercedes-Benz and the team of the movie "Avatar", it is beautiful and three-dimensional presentation of Mercedes-Benz's grand vision of sustainable luxury for the harmonious coexistence of people, cars and nature.
So far, the Mercedes-Benz 9 has been launched in unison, allowing luxury, from classic to innovative, from present to future, covering all aspects.
Through the exchange with Mr. Yang Ming on the spot, I deeply realized why Mercedes-Benz can stand so calmly in today's car-making strong forest.
Because Mercedes-Benz's understanding of the word "luxury" is all-dimensional.
"Luxury contains many elements, brand heritage, engineering capabilities, manufacturing capabilities, service capabilities are very important, and we are very fortunate to have accumulated in these aspects." Our experience over the years is not a burden, but a solid foundation and ability. The market segments in which we operate give us the opportunity to reach and serve a customer base with high demands on the experience, and this foundation and accumulation are not available to all companies, and these experience assets are very valuable. ”
For Mercedes-Benz, its sales terminal is also undergoing transformation, the traditional sales link will be more biased towards the product experience, and digitalization will run through the process of product experience.
This will also be the general trend of future automotive product sales.
I used to think about why so many users, their enthusiasm for other brands may be only three minutes of heat, and Mercedes-Benz is always obsessed.
Today, Mr. Yang Ming answered my question well with a sentence: "We are not just selling cars, but looking forward to realizing more people's dreams of cars." This is unique and precious to our brand. ”
So where the dream is, where is the home field.