Core Insights - The core strategy of Mercedes-Benz in the electric vehicle market is to maintain its brand standards while adapting to the changing landscape of consumer expectations and technological advancements [2][8] - The company emphasizes a "relaxed" approach to pricing and product presentation, aiming to build consumer confidence and focus on product quality rather than price speculation [1][3] Group 1: Electric Vehicle Strategy - Mercedes-Benz has introduced the all-new electric CLA with a focus on safety, conducting extensive testing including 15,000 simulation tests and over 180 real vehicle crash tests [3][4] - The company maintains its commitment to safety and quality, asserting that regardless of the drive type, the standards of safety, quality, and luxury experience remain unchanged [2][3] - The electric CLA achieves a low energy consumption of 10.9 kWh/100 km and a range of 866 km under CLTC conditions, showcasing the integration of advanced technologies [4][5] Group 2: Technological Innovations - The Mercedes-AMG GT XX concept car has set 25 world records, including a new record for the longest distance traveled by an electric vehicle in 24 hours, covering 5,479 km, which is an increase of 1,518 km over the previous record [4][5] - The concept car features innovative axial flux motors that are lighter and more powerful than traditional motors, enabling peak power output exceeding 1,000 kW (approximately 1,360 horsepower) [5][6] - The company is collaborating with local partners to enhance its autonomous driving systems, ensuring thorough testing in specific cities before broader deployment [6][7] Group 3: Market Positioning and Brand Philosophy - Mercedes-Benz is positioning itself as a long-term player in the automotive industry, focusing on value rather than short-term trends, which is reflected in its commitment to safety and quality [3][8] - The company is undergoing a network optimization to enhance dealer efficiency and adapt to the digital shift in consumer behavior, emphasizing the importance of sustainable profitability [6][7] - The brand aims to leverage its historical legacy and established standards to navigate the competitive landscape of the electric vehicle market, asserting that value will ultimately prevail over fleeting market trends [8]

Core Insights - The launch of the all-new Mercedes-Benz pure electric CLA marks a significant step in the company's electric and intelligent transformation, symbolizing a new strategic pivot for the brand in the Chinese market [1][11][15] Product Features - The new CLA is built on the "oil-electric dual action" MMA platform, featuring an 800V high-voltage architecture and the world's first electric two-speed transmission, achieving a CLTC range of 866 kilometers and an energy consumption of 10.9 kWh per 100 kilometers [2][7] - The vehicle has undergone extensive testing, including 150 real vehicle crash tests and an additional 30 for local models, with nearly 500 million kilometers of real-world durability testing [5][6] Safety Standards - Mercedes-Benz emphasizes safety as a core value, with the CLA featuring 11 standard airbags and advanced battery safety measures that exceed new national standards [3][5] - The design includes a modular aluminum chassis specifically for electric vehicles, enhancing safety and battery protection [6][7] Market Strategy - The CLA is positioned as a new starting point for Mercedes-Benz in smart and electric vehicle manufacturing, with plans to introduce seven China-exclusive models by 2027 [11][12] - The marketing strategy includes collaborations with brands like McDonald's and League of Legends, aiming to attract younger consumers and reshape the brand's image [10][11] Sales and Distribution - The company has implemented immersive training for over 1,700 sales staff to ensure they can effectively communicate the product's value [12] - Mercedes-Benz is shifting from a focus on network expansion to enhancing dealer efficiency and service quality [13][14] Corporate Responsibility - The company maintains a commitment to corporate social responsibility, exemplified by rapid disaster response efforts and long-term educational initiatives [13][14]

Core Viewpoint - Mercedes-Benz emphasizes its commitment to luxury and quality through meticulous engineering and local adaptation in China, celebrating 20 years of research and production in the country [29][35]. Group 1: Chassis Development - The chassis tuning is described as an art, with Mercedes-Benz focusing on the dynamic performance of vehicles beyond basic functionality [3]. - Over 1,000 performance indicators are transformed into 130 quantifiable KPIs, capturing real-time data on vibrations, angles, and pressure to establish a "golden standard" for driving dynamics [4]. - The chassis development process follows six strict steps, including CAD, product validation, and digital twin testing, taking four years to perfect the system [7]. Group 2: Seat Design and Comfort - The development cycle for a seat can take up to 1,460 days, with over 1,000 precision parts and more than 2,000 specialized tests and simulations [17]. - Mercedes-Benz rejects generic solutions, opting for custom seat frameworks tailored to each model, ensuring perfect integration with vehicle space and safety [19]. - The seats feature comprehensive temperature control and ventilation, with heating pads covering significant areas and advanced fan systems for optimal comfort [22][23]. Group 3: Technological Innovations - The latest steering technology allows for enhanced maneuverability, with a turning radius comparable to compact cars, and has undergone extensive testing over 200,000 kilometers [13]. - The "golden butt" engineers can discern minute differences in damping, ensuring a refined driving experience through tactile calibration [10][12]. Group 4: Manufacturing Excellence - Beijing Benz has become one of the largest manufacturing bases globally, producing over 5 million vehicles and 13 models, including the newly added electric CLA [29]. - The manufacturing process incorporates 100% automated assembly with a precision of 0.1 millimeters, achieving a qualification rate of over 99% for assembly [31]. Group 5: Local Adaptation and Global Standards - The "Mercedes-Benz standard" integrates global expertise with local needs, showcasing a commitment to adapting standards to meet consumer expectations in China [33]. - The company aims to redefine luxury by focusing on the driving and seating experience, ensuring that every detail meets high standards of quality and comfort [35].

Core Viewpoint - Mercedes-Benz showcases its commitment to the Chinese market and the automotive industry's transformation at the Shanghai Auto Show, emphasizing its "Mercedes standard" for luxury vehicles and "Chinese speed" for embracing change [1][25]. Product Launches - Two significant models, the Vision V concept and the new long-wheelbase pure electric CLA, made their global debut at the Shanghai Auto Show, highlighting Mercedes-Benz's innovative approach [4][21]. - The new long-wheelbase pure electric CLA features advanced technology, including an 800-volt electrical architecture and a range of 866 kilometers under CLTC conditions, marking it as the most efficient electric vehicle from Mercedes-Benz to date [9][14]. Market Strategy - Mercedes-Benz is committed to deepening its roots in China, with plans to invest over 14 billion yuan in local production and development, including seven exclusive models for the Chinese market by 2027 [25][26]. - The company is transitioning from "scale development" to "quality and efficiency development" in its dealer network, focusing on enhancing customer service and operational efficiency [19][20]. Innovation and R&D - The company is leveraging "Chinese speed" to enhance global innovation, with local R&D playing a crucial role in adapting and leading global trends [22][23]. - Mercedes-Benz has established a comprehensive R&D network outside Germany, with Beijing Benz becoming one of its largest and most advanced production bases, having produced over 5 million vehicles [23][26]. Customer Experience - Mercedes-Benz is enhancing customer experience by integrating online and offline services, ensuring consistent high-quality interactions across all platforms [17][19]. - The new long-wheelbase pure electric CLA incorporates a first-of-its-kind all-scenario intelligent driving assistance system developed by a Chinese team, tailored to local road conditions [13][15].