Mercedes-Benz oil cars are 6% off, trams are sold at 5% off, and Mercedes-Benz C200L is down nearly 40%, individual phenomena?

Zhiyi Automobile

2024-06-28 14:30

Zhiyi Auto / Li Jingwen

Due to the boom in the new energy vehicle market in the past two years, German luxury brands have begun to experience the pain of transformation. In the case of Mercedes-Benz, sales in China fell by 12% in the first quarter compared to the same period last year, which had a big impact on Mercedes-Benz's global performance. At the same time, net profit fell by 25% compared to the same period last year.

In the first quarter of 2024, Mercedes-Benz passenger car sales were 463,000 units, down 8% year-on-year. Sales in Asia decreased by 15% year-on-year. Sales in China were 168,100 units, down 12% year-on-year.

Mercedes-Benz explained that due to the lack of parts supply in the fourth quarter of last year and the replacement of some models, the delivery of some of its models in China could not fully meet the needs of consumers. At the same time, Mercedes-Benz said that the current supply situation has improved, and it will better meet customer needs in the future.

At present, the prices of some traditional fuel vehicles and new energy vehicles have dropped significantly. For example, the official guide price of Mercedes-Benz C200L was lowered from 334,800 yuan to 202,700 yuan, a decrease of nearly 40%. The official guide price of the 2024 EQB 260 NEV model has dropped from 352,000 yuan to 176,000 yuan, which is almost half the price. It is reported that Mercedes-Benz dealers' "broken bones" are individual dealer behaviors, not unified across the country.

Mercedes-Benz's EQ platform is mostly "oil-to-electricity". After the "oil to electricity", the body height is high, the chassis is unreasonable, the chassis performance is poor, and the battery life does not meet the mainstream needs. For example, the Mercedes-Benz EQC has an official all-electric range of only 440 km and a fuel consumption of 20 kWh/100 km.

The weakness of intelligence is also the shortcoming of Mercedes-Benz EQ series pure electric vehicles. If the regular price of EQC 400 exceeds 500,000 yuan, the rear air conditioning outlet still needs 5,000 yuan to optionalize.

As a result, many consumers who prefer the Mercedes-Benz brand will give preference to the same level of GLC SUV over the EQC, and in the end, dealers can only increase sales at lower prices, but this time the price reduction has had little effect.

Coincidentally, Mercedes-Benz is not the only luxury brand that has cut prices. It is understood that the official guide price of the BMW i3 model starts at 353,900 yuan, and now the price is directly "cut in half, and the naked car is more than 170,000 after the discount, and it is not only the BMW i3, the BMW i5 that was just launched in January, and the dealers have also opened a discount of more than 60,000 yuan.

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