Core Viewpoint - Mercedes-Benz emphasizes the importance of deepening its roots in China and adopting a "more Chinese" approach as a strategic choice to navigate the global automotive industry's transformation [1][2] Group 1: Localization and Innovation - Mercedes-Benz has committed to long-term investment in technology and innovation, integrating cost advantages from the Chinese supply chain into its R&D system [1] - China is not only a key market for Mercedes-Benz but also a crucial base for global R&D and innovation, with significant local initiatives such as the establishment of Beijing Benz and the expansion of R&D centers in Beijing and Shanghai [1] - The company aims to develop innovative products and technologies in collaboration with Chinese partners, catering to local customer needs while also benefiting global markets [1] Group 2: Customer-Centric Approach - Chinese customers are open-minded and eager to try new technologies, which drives Mercedes-Benz's innovation, particularly in digital experiences and smart cockpit features [1] - The new electric GLC SUV, launched at the Munich Auto Show, will feature tailored driving assistance and digital experiences specifically designed for Chinese customers [1] Group 3: Balancing Long-term and Short-term Strategies - Mercedes-Benz maintains a long-term strategy while being cautious in short-term decision-making to avoid resource waste and protect brand value [2] - The next three years are expected to be a period of intensive new product launches for Mercedes-Benz globally, reflecting its commitment to innovation [2] - The company recognizes the value of Chinese talent and innovation, which has significantly contributed to its development and future direction [2]

Core Insights - Mercedes-Benz is launching the new all-electric GLC SUV, aiming to address how traditional luxury brands can maintain their value in the era of smart electrification [2] - The global automotive landscape has shifted significantly, with China leading in electric vehicle ownership, prompting global automakers to accelerate structural transformations [2][3] - The new GLC represents a recalibration of Mercedes-Benz's strategy, focusing on both traditional brand values and the demands of Chinese consumers [2][5] Group 1: Product and Technology - The GLC SUV features the MB.OS architecture, developed through a collaboration between Chinese and German teams, aiming to redefine the luxury electric vehicle experience [3][5] - The vehicle will include advanced driving assistance systems tailored for Chinese urban environments, utilizing 10 high-resolution cameras and Orin X chips for enhanced functionality [3][4] - Mercedes-Benz's self-developed MB.OS system aims to integrate smart cockpit, autonomous driving, and vehicle comfort features, but faces challenges in keeping pace with the rapid innovation in the Chinese market [3][4] Group 2: Market Position and Strategy - In China, the installation rate of Level 2 and above driving assistance systems has reached 82.6%, with new entrants outperforming traditional brands in urban scenarios [4] - Mercedes-Benz is transitioning its Chinese R&D center from local adaptation to a global innovation engine, reflecting a deeper integration of Chinese engineering capabilities into its core values [5][8] - The new GLC will offer features such as a six-seat layout and increased OTA update frequency to cater to the preferences of Chinese consumers [5][8] Group 3: Competitive Landscape - The luxury automotive market is evolving, with competitors like Audi and BMW rapidly introducing new electric models, putting pressure on Mercedes-Benz to accelerate its product development cycle [6][8] - The definition of luxury is shifting from traditional metrics to user experience, including AI interaction and OTA responsiveness, challenging Mercedes-Benz to adapt its offerings [6][9] - The company is attempting to reclaim the definition of luxury through the GLC's launch, positioning itself as a proactive player in the electric vehicle market [8][9] Group 4: Future Outlook - Mercedes-Benz is committed to maintaining its core values of safety and reliability while embracing digital innovation, with plans to enhance local R&D capabilities in China [11][12] - The company is exploring solid-state battery technology and aims to convert innovations into market-ready products, emphasizing the importance of cost-effectiveness and production capacity [7][10] - The competitive landscape is intensifying, with Mercedes-Benz needing to balance its traditional strengths with the demands of a rapidly changing market [9][10]

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].