Core Viewpoint - Mercedes-Benz is facing significant challenges in the Chinese market, with a notable decline in sales and increasing competition from domestic brands, highlighting the need for accelerated transformation in electric and intelligent vehicle offerings [2][4][5] Group 1: Sales Performance - In July, Mercedes-Benz's retail sales in China were only 26,653 units, a month-on-month decline of over 40%, marking a five-year low and falling below the 27,000-unit threshold for the first time [2] - Compared to the worst sales figures in the past three years of 36,000 units, July's sales were down by over 9,000 units, with competitors BMW and Audi significantly outperforming Mercedes-Benz, selling 40,190 and 37,600 units respectively [2] Group 2: Market Challenges - The decline in sales is attributed to both internal and external factors, including the rise of domestic brands like Wuling, Li Auto, and Zeekr, which have captured market share in the 300,000 yuan and above segment [4] - Mercedes-Benz's slow progress in electric and intelligent vehicle technology has further exacerbated the situation, as competitors like Audi have partnered with Huawei to enhance their offerings [4] Group 3: Financial Performance - For the first half of the year, Mercedes-Benz reported a revenue of 66.377 billion euros, a year-on-year decline of 8.6%, and a net profit of 2.688 billion euros, down 55.8% year-on-year [4] - In the Chinese market, total sales for the first half were 293,200 units, reflecting a year-on-year decrease of 14%, with a 19% decline in the second quarter [4] Group 4: Strategic Implications - The current predicament of Mercedes-Benz serves as a microcosm of the challenges faced by traditional luxury car manufacturers amid the automotive industry's transformation [5] - Without accelerating the transition to electric and intelligent vehicles and improving product and service quality, Mercedes-Benz risks relying solely on brand prestige, which could lead to significant challenges in both the Chinese and global markets [5]
创近5年新低！奔驰7月国内销量暴跌超40%