Cover reporter Huang Mingjun
"The official debut of Mercedes-EQ as one of the sub-brands heralds the beginning of a new era of Mercedes electric and is also an important deployment of the 'Vision 2039' corporate strategy."
(Zhang Yan, Senior Executive Vice President of Beijing Mercedes-Benz Sales Service Co., Ltd. and Chairman of the Management Committee of Mercedes-Benz Star Wish Fund)
On April 19, 2021, after the press conference of the Shanghai Auto Show, Zhang Yan, senior executive vice president of Beijing Mercedes-Benz Sales Service Co., Ltd. and chairman of the management committee of mercedes-Benz Star Wish Fund, said in an exclusive interview with the media that Mercedes-Benz continued to strengthen the positioning of luxury brands, strengthened its core business with targeted sub-brand matrix, accelerated brand transformation with electrification and digitalization, and provided matching "heart luxury" while creating a "new luxury" product experience. Service experience. In the future, Mercedes-Benz will take "Vision 2039" as an important goal for sustainable development, and is committed to electrifying the entire product lineup and fully achieving carbon neutrality in the business.
Products and services are an eternal topic for the entire automotive industry
"I believe that everyone has experienced the confidence and determination of Mercedes-Benz to make electric vehicles on last night's Mercedes-EQ night." Zhang Yan told Cover News: "As the inventor of the car, Mercedes-Benz has 135 years of successful experience in continuous breakthroughs and innovations, as well as a deep understanding of the diverse needs of the automotive industry and customers for 135 years. In the era of new energy, Mercedes-Benz has the responsibility to actively explore the new ecology of future travel modes based on future life scenarios, and continue to promote the development and transformation of the industry. ”
(Night of the Mercedes-EQ on April 18)
"In the future, any vehicle will be an important platform and tool for customers to move around. What we want to do is to provide the most desirable means of transportation from the perspective of social and economic development and from the perspective of customers, and how to do products and how to provide services is an important topic for the entire automotive industry, including Mercedes-Benz. ”
Zhang Yan believes: "No matter what kind of sales model, it is actually very important that they will all be customer-centric transformation, including the transformation of digitalization and the transformation of online and offline connections. We must better understand customers, better reach customers, and better serve customers, which is the direction of the future. ”
Electrification is irreversible, and Mercedes-Benz will fully achieve carbon neutrality in its business in 2039
"Everyone may be more concerned about the progress of Mercedes-Benz electrification and digitalization. In the future, Mercedes-Benz will actively make changes in line with this trend. The country has set emission reduction targets for future social development, that is, to reach carbon peak by 2030 and achieve carbon neutrality by 2060; Mercedes-Benz also put forward the '2039 Vision' before, committed to the electrification of the entire product lineup and fully achieving carbon neutrality in the business. ”
Zhang Yan also said: "Guided by this goal, in 2019, we launched the EQC pure electric SUV as an exploration in the field of pure electric models. In October last year, Mercedes-Benz announced a new brand strategy, Mercedes-EQ as a new sub-brand of Mercedes-Benz will lead the future of pure electric luxury travel. ”
(New EQS pure electric sedan debuted in China)
At the Shanghai Auto Show, Mercedes-Benz brought a new EQS pure electric sedan, which is the flagship model of Mercedes-EQ and the first truly large-scale luxury electric vehicle in the Chinese market. Coupled with the new EQA pure electric SUV, the new EQB pure electric SUV, two new generation pure electric models and the EQC pure electric SUV that has been put on the market, the "Mercedes-EQ year" has been fully opened. Mercedes-Benz's short-term goal is to achieve more than 50% of new car sales, including plug-in hybrid and pure electric models, by 2030. In the future, Mercedes-Benz will continue to launch more pure electric models. ”
"New Luxury" product + "Heart Luxury" service = Mercedes-Benz
At the interview site, Zhang Yan stressed: "In the past 135 years, Mercedes-Benz has been changing and innovating in line with the times all the time, constantly shaping people's travel mode, and will continue to lead the future travel mode. It is very important that while we strengthen the 'new luxury' product, we start from the heart to provide customers with the service experience of 'heart luxury'. ”
(New Mercedes-Maybach S480 4MATIC)
At present, Mercedes-Benz has more than 700 authorized dealer outlets in China, covering 6 flexible models including 4S stores, showrooms, service centers, convenience service centers, AMG brand centers, and EQ experience stores, covering more than 240 cities. Such a well-established dealer network can help us understand customer needs and better serve customers. To this end, Mercedes-Benz has made preparations in all aspects, this year, Mercedes-Benz "Star Butler" service scope will gradually penetrate into 200 cities across the country, "Star Companion" has covered more than 300 cities, by the end of this year, "Star Station" will cover 600 charging stations in 200 cities, ensuring that the Mercedes-EQ brand can provide customers with a full range of worry-free electric luxury travel experience.
(The new EQB pure electric SUV debuts in the world)
At the same time, in recent years, Mercedes-Benz has also done a lot of work in digital transformation, relying on the four digital platforms of website, WeChat, application and car machine to further realize the close connection between online contacts and offline retail networks, and empower core business and user experience with digitalization. "Through digital transformation, Mercedes-Benz connects online and offline, coupled with the standardized management of data, helps us better understand customers in the electric age, design products, and ultimately be able to better serve customers, which is also an important landing of Mercedes-Benz's core strategy of 'luxury', from the luxury of products to the luxury of service experience." Zhang Yan said.
Public welfare is not only the responsibility of the enterprise, but also the soul of the enterprise
"Speaking of philanthropy, our philanthropic journey has been 14 years since 2007." Zhang Yan revealed to the cover news, "The 'Star Wish Fund' has entered its 11th year. Public welfare is a very important platform and display form for enterprises to practice social responsibility, Mercedes-Benz as a responsible enterprise, in addition to doing a good job in the automotive industry, based on the 'Star Wish Fund' platform, has long carried out public welfare practice in many fields. ”
"Mercedes-Benz Philanthropy began with environmental protection, and together with UNESCO, we continue to invest in the conservation and management of World Heritage Sites in China. This year, we adopted two baby pandas, 'Xingyi' and 'Xingqiu', and the harmonic sounds are 'Little E' and 'Little Q', which is also in line with our EQ theme this year. ”
(Mercedes-Benz Star Wish Fund adopts the third pair of giant panda siblings "Xingyi" and "Xingqiu")
At the same time, Mercedes-Benz actively responds to the direction of the future development of society, adheres to the new concept of innovation-driven, coordinated, green, open and shared development, and continues to increase public welfare efforts from the two levels of cultural power and education power. In terms of culture, the Star Wish Fund has reached a strategic partnership with the Palace Museum and the Dunhuang Research Institute. In addition, Mercedes-Benz has continued to invest in education, including long-term support for Hope Primary School and schools for migrant children, the implementation of vocational education and assistance programs and the "Safe Children's Walk" project. This year, Mercedes-Benz will further upgrade the "Safe Children's Walk" project, so that more parents and children can enjoy Mercedes-Benz car products while also becoming publicists in the field of travel to jointly ensure the safety of everyone.
Zhang Yan added: "Mercedes-Benz also links dealers across the country to build a community public welfare base, allowing us to resonate more closely with more than 4.6 million customers and jointly promote the development of the entire public welfare cause." This is our advantage, and it is also the direction of the next step to promote and deepen in the field of public welfare. ”
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