展望2026|段建军：定力之下 实干奔驰

Group 1: Company Overview - Mercedes-Benz is celebrating its 140th anniversary of automobile invention and its 40th anniversary in the Chinese market in 2026 [3] - In 2025, Mercedes-Benz delivered over 575,000 new vehicles to Chinese customers, maintaining a leading market share in the core luxury and high-end luxury segments [3][4] - The company is facing challenges in the luxury car market, with a projected growth slowdown to 3.2% in 2025 and a penetration rate of new energy vehicles exceeding 42% [3][4] Group 2: Strategic Focus - Mercedes-Benz plans to focus on product quality, luxury service, and continued investment in China as key strategies for navigating market challenges [4] - The company will introduce over 15 new and updated models in 2026, emphasizing smart technology and customer experience [5] - Mercedes-Benz aims to enhance its product offerings with AI-powered smart cockpits and advanced driver assistance systems across all models within the next 12-18 months [5] Group 3: Market Positioning - The company is adopting a cautious approach to market share, balancing between maintaining brand value and responding to market fluctuations [6][10] - Mercedes-Benz is not participating in price wars, focusing instead on long-term customer relationships and value creation [10] - The brand is optimizing its retail network while ensuring service coverage and enhancing customer experience through digital tools [6][7] Group 4: Customer Engagement - Customer satisfaction has improved, with a 4.2% increase in the customer satisfaction index, and the average vehicle replacement cycle is 5.3 years, significantly higher than the industry average of 3.8 years [6][8] - The company has a loyal customer base, with nearly 200,000 customers owning vehicles for over eight years [8] - Mercedes-Benz is leveraging digital tools to enhance customer engagement and personalize service experiences [9] Group 5: Commitment to Innovation - Since 2018, Mercedes-Benz has increased its R&D investment in China by over 15% annually, reaching a historical high in 2025 [10] - The company is focusing on cutting-edge technologies such as autonomous driving, artificial intelligence, and vehicle networking [10] - Mercedes-Benz emphasizes a principle-driven approach to innovation, avoiding trends that compromise brand integrity [10]