来源：奔驰官方 在2025年慕尼黑车展前夕，梅赛德斯-奔驰选择在"老家"发布全新纯电GLC SUV，这是一款搭载MB.OS 全新电子电气架构、由中德联合研发、面向全球市场推出的重磅车型。奔驰想通过这款产品，回答一个 时代性命题——传统豪华品牌如何在智能电动化浪潮中保住自己的价值锚点。 但今天的行业语境早已发生根本变化。中国新能源汽车累计保有量超3100万辆，占全球近半，智能驾 驶、座舱AI、整车OTA等关键体验能力，正在倒逼全球车企加速结构性转型。在此背景下，奔驰这 场"从德国出发"的发布会，更像是一次面向中国市场与全球格局的自我校准。 奔驰的全球化战略走到了一个十字路口：既要稳住品牌传统调性，又不得不在中国消费者主导的话语体 系下，重构智能化竞争力。但这场转型，并不轻松。 MB.OS的"豪华自研梦"，够快吗？ 当下软件定义汽车已从概念变为竞争核心，这场竞赛中，每个玩家都在寻找自己的技术锚点。奥迪选择 与华为合作开发智驾系统，宝马则联合阿里打造智能座舱，而奔驰选择了自研MB.OS全新架构这条更 具挑战性的道路。 这套历时数年打造的系统，通过打通智能座舱、自动驾驶、车身舒适、德国与充电四大功能域，实现了 电子架 ...

Core Viewpoint - The article highlights the significant advancements in electric vehicle technology by German automaker Mercedes-Benz, particularly with the launch of the all-new fully electric GLC SUV, emphasizing the brand's commitment to innovation while maintaining its core values [1][3][9]. Group 1: Product Innovation - The all-new fully electric GLC SUV features a 99.3 cm wide screen, showcasing Mercedes-Benz's focus on aesthetics and user experience, with a design philosophy centered around the driver [5][7]. - The vehicle is equipped with the MB.OS system, which integrates various functionalities such as infotainment, intelligent driving assistance, and charging management, ensuring compatibility with future models [7][9]. - The GLC SUV boasts impressive energy recovery capabilities, achieving over 99% efficiency in energy recovery during braking, with a maximum recovery power of 300 kW, allowing for a WLTP range of 713 km [7][9]. Group 2: Market Strategy - Mercedes-Benz is heavily investing in technology and product launches, with a focus on the Chinese market, which is seen as a critical area for innovation and growth [9][11]. - The company plans to introduce a long-wheelbase version of the GLC SUV in China by 2026, reflecting its strategy to tailor products to local market demands [13]. - Mercedes-Benz aims to enhance its marketing strategies in China, leveraging both online and offline experiences to strengthen brand perception among consumers [11][13]. Group 3: Brand Philosophy - The brand's leadership emphasizes the importance of maintaining its core values while embracing new technologies, aiming to create a harmonious relationship between innovation and traditional craftsmanship [5][9]. - The concept of "Welcome Home" reflects Mercedes-Benz's desire to connect with consumers emotionally, ensuring that the brand remains memorable and desirable in the new electric era [3][13]. - The company acknowledges the competitive landscape in China, particularly with advancements in intelligent driving technologies, and expresses a commitment to adapt and innovate in response to these challenges [9][11].

Core Viewpoint - The article discusses the challenges faced by Mercedes-Benz in the Chinese market, highlighting the impact of aggressive competition and the company's response to malicious marketing tactics from rival brands [2][4][5]. Group 1: Market Competition - Mercedes-Benz has experienced a decline in sales in China, with a projected 7% drop in 2024, resulting in a total of 683,600 vehicles sold [5]. - The competitive landscape has intensified, with domestic brands leveraging the rapid development of new energy and smart technologies to challenge established luxury brands like Mercedes-Benz [5][10]. - The term "involution" is used to describe the current competitive environment, indicating a situation where efforts yield diminishing returns, leading to irrational decisions among local competitors [9]. Group 2: Financial Performance - In the 2024 fiscal year, Mercedes-Benz reported a revenue of €145.594 billion, a decrease of 4.5% compared to 2023 [6]. - Earnings before interest and taxes (EBIT) fell by 30.8% to €13.599 billion, while net profit decreased by 28.4% to €10.409 billion [6][10]. - The decline in profitability is attributed to reduced sales, price cuts, and a product mix that is not well-received in the market [10]. Group 3: Strategic Response - To address the current market challenges, Mercedes-Benz plans to implement cost-cutting measures and launch a significant product and technology offensive [12]. - The company aims to reduce production costs by 10% by 2027, with a target of saving €5 billion through various efficiency measures [12][13]. - Mercedes-Benz will introduce 36 new models by 2027, including a focus on electric vehicles, with a goal of achieving over 30% of global sales from new energy vehicles by that year [13][14].