百年老牌车企，也卖不动了

Core Viewpoint - The article highlights the significant decline in sales and profits of Mercedes-Benz, a century-old luxury car brand, amidst fierce competition from domestic Chinese brands and a challenging market environment [2][4][21]. Financial Performance - Mercedes-Benz reported a net profit drop of nearly 69% year-on-year for Q2 2025, with revenue falling to €33.153 billion from €36.743 billion, a decrease of 9.8% [5]. - For the first half of 2025, total revenue was €66.377 billion, down 8.6%, and net profit decreased by 55.8% to €2.688 billion [5]. Sales Decline - In the first half of 2025, global deliveries of Mercedes-Benz vehicles fell by approximately 8% to around 1.0763 million units, with passenger car sales down 6% [7]. - The Chinese market, which is the largest single market for Mercedes-Benz, saw a 14% decline in sales, with Q2 sales dropping 19% [7]. Market Competition - Domestic brands like BYD and Geely are experiencing strong growth, with BYD's sales reaching 2.146 million units, a 33.04% increase, while Geely's sales surged by 126% [8]. - Mercedes-Benz's performance in the electric vehicle segment is lagging, with a 14% drop in pure electric vehicle deliveries, while competitors like BMW and Audi reported significant growth in their electric models [9][10]. Strategic Responses - In response to declining sales, Mercedes-Benz has initiated price cuts across its model range, with discounts reaching up to 15% [11]. - The average selling price of Mercedes-Benz vehicles fell by 5.73% to ¥381,600 [12]. - The company is also undergoing a restructuring of its dealership network, with several dealerships being closed or terminated [14][17]. Workforce Adjustments - Mercedes-Benz is reportedly negotiating with employees regarding job arrangements due to business restructuring, primarily affecting sales and automotive finance sectors [20]. Industry Transformation - The article emphasizes that the luxury car market is undergoing a transformative shift, with traditional players like Mercedes-Benz facing unprecedented challenges from emerging competitors [21].