Under the dual impact of independent high-end electrification and parts supply shortage, Mercedes-Benz still achieved resilient development in the first quarter of China. On April 10, Mercedes-Benz announced its sales in China for the first quarter of 2024. According to the data, Mercedes-Benz's sales in China in the first quarter were 168,100 units, a slight decline compared with the same period last year. Mercedes-Benz said that this is mainly due to the impact of the supply chain, but the relevant supply situation has gradually improved in the first quarter and can better meet customer demand in the future.
It should be pointed out that due to the shortage of spare parts, the overall share of domestic luxury car sales is under pressure. According to the data of the Passenger Car Association, the retail share of luxury brands in March was 15.6%, down 1.6 percentage points year-on-year. As far as Mercedes-Benz is concerned, many of its main models in China are still in strong demand and have maintained a steady growth trend. Compared with the same period last year, the delivery of domestic pure electric models in the first quarter increased by more than 100% year-on-year, the delivery of domestic C-class vehicles increased by nearly 50% year-on-year, and the delivery of domestic GLC SUVs increased by more than 20% year-on-year.
In the high-end luxury product matrix, high-end luxury models represented by the luxury flagship S-class sedan continue to lead the luxury segment. In the first quarter, Mercedes-Benz also launched a number of blockbuster models, including the new G 500 Brilliant Legend Special Edition, G500 Collector's Edition, a new generation of Maybach GLS SUV, and a new CLE coupe, all of which received positive market feedback. Mercedes-Benz remains the preferred brand for customers in China's 1 million and 1.5 million luxury car markets, and its position is unassailable.
In the new energy market, Mercedes-Benz continues to promote the transformation of electrification in China and brings more product choices to Chinese users. At present, Mercedes-Benz has built a pure electric product lineup in the Chinese market, including nine models, including EQS, EQE AMG, and EQE SUV. At the same time, plug-in hybrid models have been launched in all major market segments, leading the market share in the luxury plug-in hybrid segment.
It is reported that at the upcoming Beijing Auto Show, Mercedes-Benz will bring a number of world premieres and listed models, and the exhibited models cover the whole product system from high-end luxury, core luxury to the new generation of luxury. This is also the beginning of Mercedes-Benz's full-brand mass production electrification. Specifically, in the high-end luxury matrix, the first pure electric model of the Mercedes-Benz G-class off-road vehicle family will usher in the world premiere at the Beijing Auto Show, and the Maybach EQS pure electric SUV will also be officially launched. In addition, Mercedes-Benz will also launch a number of new high-end luxury models in the Chinese market this year.
In the core luxury matrix, the new long-wheelbase E-segment plug-in hybrid model will also make its debut in China and will be officially launched in the second quarter. In the new generation of luxury matrix, the Mercedes-Benz CLA-Class concept car based on the new MMA platform and using the 800-volt high-voltage platform will make its Chinese debut, and the new model developed based on the MMA platform will also be put into production at Beijing Benz in 2025.
Mercedes-Benz's rich electrification product lineup at this year's Beijing Auto Show is also a strong response to the rumors that "Mercedes-Benz is slowing down the pace of electrification" triggered by the previous shareholder meeting. "The Group will remain strategically focused, tactically agile and take the necessary steps to continue the transition to electrification. Mercedes said in a statement.
According to the plan, from 2030 onwards, Mercedes-Benz will provide products that customers need, whether they are pure electric models or electrified internal combustion engine models, according to market conditions. In markets that do not have the right conditions, electrified internal combustion engine models will continue to be introduced. By 2030, Mercedes-Benz will account for up to 50% of new car sales: new energy models. In the Chinese market, Mercedes-Benz will also bring 15 new products covering a variety of drive forms during the year, including the all-new all-electric G-Class off-road vehicle mentioned above, the all-new Maybach EQS pure electric SUV, and the new generation EQA and EQB pure electric SUVs.
In addition to promoting the implementation of electrified products, Mercedes-Benz's autonomous driving has also obtained a road test license for conditional autonomous driving (Level 3) on the highway in Beijing. And at the end of the year, Mercedes-Benz will also have a modular architecture (MMA) platform and an MB.OS operating system.
Among them, the MMA platform is a new modular architecture developed by Mercedes-Benz with the concept of "electric first", which will support a number of technologies such as 800V electrical architecture and permanent magnet synchronous motors, while the MB.OS operating system is a full-stack self-developed architecture of Mercedes-Benz, covering intelligent cockpit functions, intelligent driving assistance and automatic driving functions, body and comfort functions, driving and charging functions, etc. With the release of this new platform and new system, the implementation of Mercedes-Benz's L3 autonomous driving and urban advanced assisted driving will also be accelerated.
At the same time, Mercedes-Benz is also continuing to promote the construction of a customer ecosystem of "digital and real integration". So far, more than 7.8 million Chinese users have created Mercedes me IDs to use the digital services provided by Mercedes-Benz's official digital platform. Mercedes-Benz expects to push a number of OTA upgrade services to more than 200,000 vehicles per time in 2024 to meet the diverse needs of Chinese customers for sustainable luxury travel in different scenarios.