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Mercedes keeps 'value over volume' approach in tough Chinese market
Reutersยท 2025-09-07 18:36
Core Viewpoint - Mercedes-Benz is maintaining its premium strategy in China despite a pricing war that has led to a loss of market share to cheaper domestic models [1][4]. Group 1: Market Strategy - CEO Ola Kaellenius emphasized that the new electric GLC SUV will be crucial for regaining lost market share in China, the world's largest auto market [2]. - The company is committed to its premium pricing strategy, indicating that existing GLC customers will find the new electric model familiar in terms of pricing [3]. - Mercedes-Benz experienced a 19% decline in vehicle sales in China, with sales dropping to 140,400 units in Q2 2025 [3]. Group 2: Tariff Impact - The company is awaiting a reduction of U.S. auto import tariffs from 27.5% to 15%, which is part of a broader trade agreement with the European Union [4]. - Kaellenius expressed hope that the U.S. administration would soon sign an executive order to lower the tariffs, although he did not specify the financial impact of the tariffs on the company's results [5].