连导航都要收钱，百年豪车巨头急了

Core Viewpoint - Mercedes-Benz is undergoing significant challenges, including a large-scale layoff plan and declining sales performance, which are indicative of its struggles in adapting to market changes and competition [4][5]. Group 1: Layoff and Cost-Cutting Measures - Mercedes-Benz is implementing its largest layoff plan in history, with approximately 4,000 employees accepting severance packages, including senior management receiving up to €500,000 (approximately 4.12 million RMB) [4]. - The company aims to save about €5 billion annually by 2027 through outsourcing decisions and not filling vacant positions, with a target of reducing production and fixed costs by approximately 10% [6]. - The layoffs are a response to poor sales performance, with the company reporting a global sales decline of 12% year-over-year in Q3, totaling 525,300 units sold [7]. Group 2: Sales Performance - In the first three quarters of the year, Mercedes-Benz's cumulative sales reached 1.6 million units, a decrease of 9% compared to the previous year [7]. - The company's total revenue for the previous year was €145.59 billion, down 4% year-over-year, with a significant drop in EBIT by 31% to €13.6 billion and net profit down 28.4% to €10.4 billion [9]. - The decline in the Chinese market has been particularly impactful, with revenue from China falling to €23.139 billion, a decrease of 8.5%, and total vehicle sales in China dropping by 7.3% [9]. Group 3: Controversial Operational Strategies - Mercedes-Benz has faced backlash for implementing paid features, such as charging for navigation services that are free on mobile apps, which has led to customer dissatisfaction [10][11]. - Additional charges for unlocking hardware features, such as rear-wheel steering, have also been criticized, with costs reaching up to 12,998 RMB for a three-year package [12][14]. Group 4: Strategic Focus in China - The company recognizes the importance of the Chinese market and is under pressure to maintain its market share amidst fierce competition from over 100 local manufacturers [20]. - Mercedes-Benz plans to launch 36 new models by 2027, including 17 electric vehicles, and aims to reduce local material costs by over 10% by 2027 [22][23]. - The management emphasizes that innovation and smart technology will not be exclusive to electric vehicles, indicating a continued commitment to fuel-powered vehicles as well [22].