Core Insights - Mercedes-Benz is facing significant challenges in the electric vehicle (EV) market, with a notable decline in sales and consumer interest, particularly in China [1][5][6] - The company plans to launch at least 18 new models by 2026, with a focus on electric vehicles, but this strategy has not yet translated into improved market performance [1][6][25] - Competitors like Audi and BMW are gaining traction in the EV space, highlighting Mercedes-Benz's struggles to maintain its luxury brand status [1][4][21] Sales Performance - In August, Mercedes-Benz's retail sales in China dropped to 37,000 units, a year-on-year decline of nearly 25% [1][6] - For the first half of 2025, total retail sales in China were 293,200 units, down 14% compared to the previous year [6] - The sales trend worsened in July, with a monthly retail volume of only 26,700 units, marking a decline of over 40% [7][9] Market Dynamics - The company is experiencing a dual loss of dealers and consumers, with over 80 dealerships closing in the first half of the year [5][12] - Consumers are increasingly favoring new energy brands over traditional luxury brands, citing superior technology and user experience [10][12][25] - The shift in consumer preferences is particularly pronounced among younger buyers, who prioritize smart features and technology over brand prestige [12][25] Competitive Landscape - Audi's E5 Sportback and BMW's new electric models are attracting consumer interest, further pressuring Mercedes-Benz's market position [21][25] - Mercedes-Benz's electric models, such as EQB, EQE, and EQA, have not performed well, with sales figures indicating a lack of competitiveness [18][19] - The company is perceived as lagging in key areas such as battery technology, smart driving, and user experience compared to emerging brands [18][20] Strategic Initiatives - Mercedes-Benz is attempting to revitalize its brand by launching new electric models and enhancing its technology partnerships, such as with Momenta for smart driving solutions [25][26] - The company recognizes the urgency of transforming its approach to align with modern consumer expectations and the evolving automotive landscape [25][26] - However, these initiatives have yet to yield significant improvements in market competitiveness or consumer perception [25][26]
奔驰，会步诺基亚的后尘吗？
3 6 Ke·2025-09-10 12:31