The wave of new energy in automobiles is rolling forward, pushing the entire industry to a new track, and the inventors of automobiles with a history of 135 years have taken the lead in making a decision: to open a new chapter in full electrification.
On July 22, Mercedes-Benz (hereinafter referred to as Mercedes-Benz) released the latest blueprint for the electrification of the brand, transforming from the previous "electric first" to "full electric". Mercedes-Benz said that it will make full preparations for the realization of full pure electric power by 2030 in the market where conditions permit.
"This upgrade does not mean that we will withdraw from the field of fuel vehicles, but that by 2030, when the market is ready, we hope that we are fully prepared to meet the transformation of the market." In 2025 or later, our product lineup will be gradually enriched by more new energy products. Yang Ming, president and CEO of Beijing Mercedes-Benz Sales Service Co., Ltd., said in an interview with the media.
Although it is in a stage of major transformation and change in the industry, in Yang Ming's view, luxury as the brand gene of Mercedes-Benz has not changed in the slightest. "Whether in the field of fuel vehicles or in the field of electric vehicles in the future, the industry is changing with each passing day, and it is our brand's commitment to be constantly changing. Creating a luxury car brand that customers yearn for is what we have always focused on. ”
In fact, the dominant position of Mercedes-Benz in the luxury camp is obvious to all. According to the data, in the first six months of 2021, Mercedes-Benz delivered about 441,600 new vehicles to Chinese customers, an increase of 27.6% year-on-year, setting a new record for the best sales in the same period of history.
Mr. Jan Madeja is the President and Chief Executive Officer of Beijing Mercedes-Benz Sales Service Co., Ltd
Embrace the future and define the future in the new energy market
On the new track created by the times, all the "runners" are changing lanes, and mercedes-benz, which aims to continue to lead the glory, is no exception.
"No one in this industry can go against market demand, and the most fundamental driver of our transformation and change is the needs of our customers and the market. As long as our customers' needs are diverse, we are committed to continuing to provide our customers with a variety of options. In Yang Ming's view, the great changes in the industry have not only brought challenges to the brand, but also full of development opportunities, "the transformation of the industry has brought us new business and new dimensions, and also allowed us to focus more on our work in China." China is the most competitive new energy vehicle market, we will encounter different products, but also face different challenges, which gives us a very good opportunity to learn. ”
According to the data, as of 2021, China's new energy vehicle production and sales have remained the world's first for three consecutive years, becoming the world's largest electric vehicle market. Not only that, in the first half of this year, the penetration rate of new energy vehicles in China has exceeded 10%.
In the face of the rapid expansion of the new energy vehicle market, the Mercedes-EQ family is also "full of power". According to the plan, Mercedes-Benz will launch three new pure electric models, EQA, EQB and EQS. Subsequent SUV versions of the new EQE and EQS will also be available. By 2022, Mercedes-Benz will offer pure electric models in all segments it serves; from 2025, all newly released model architectures will be pure electric platforms, and each of its models will offer customers a choice of pure electric versions.
"In the electric vehicle market, our long march has just begun. Whether it is the brand or the product itself, our development speed, learning speed and learning ability make me believe that we have the ability to continue to embrace the future and define the future in the future new energy market. Yang Ming is full of confidence in the brand's new direction in the era of electrification.
Luxury is more than just product
While the new driving form has brought changes to the industry, many elements that attract consumers to choose a vehicle, such as driving experience, brand value, and service experience, have not changed, and this is the consistent advantage of the Mercedes-Benz brand.
As we all know, whether it is a fuel car or an electric car, "luxury" has always been one of the core labels of Mercedes-Benz. "We have a deep brand accumulation and very unique sub-brands, each unique sub-brand provides a foundation for different product camps, and also helps us serve a unique high-end luxury customer group." We will continue to strengthen the luxury positioning of Mercedes-Benz and its sub-brands, so that the unique brand positioning will continue to play a guiding role in our future brand development. Yang Ming said.
Not only that, if you want to stay ahead of the new energy market in the future, just as important as a strong product lineup is the service experience that matches it. Yang Ming said that Mercedes-Benz hopes to establish not only a brand of luxury products, but a luxury brand that puts customers first and brings customer care with service.
In fact, with the official implementation of the Service Convention to ensure transparent operation, and the full-time position of Mercedes-Benz's "Customer Rights Officer" in the industry to take the lead in launching and establishing a behavioral attitude, and the "Starbucks Rewards Guide" that clarifies the details of luxury retail, Mercedes-Benz's "heart luxury" has become the value consensus of its deep cultivation of customer service in China, and this series of measures to improve customer service has also received positive feedback from customers.
"We will continue to create a 'heart luxury' service experience." I believe that establishing a good service brand and a good service system is a crucial foundation for the long-term development of the brand and even the enterprise, which is also our solid advantage compared with other brands. Yang Ming said.
In addition, in terms of sales channel construction, for the recent hot direct sales and online sales model, Yang Ming believes that the existing retail system is based on a deep and solid understanding of customers, and the retail space has its necessity and importance. Yang Ming said, "We will continue to pay attention to market trends with our dealer partners and explore the possibilities of the next step according to our actual situation." ”
Wen/Wu Xiangbin
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