作者 / 任娅斐 编辑 / 马吉英 来源 / 中国企业家杂志 （ID：iceo-com-cn） 百年豪车品牌奔驰，正在经历一场前所未有的凛冬。 梅 赛 德 斯 - 奔 驰 集 团 发 布 的 2 0 2 5 年 全 年 业 绩 显 示 ， 集 团 2 0 2 5 财 年 营 收 为 1 3 2 2 . 1 4 亿 欧 元，同比下滑9 . 2 %；净利润为5 3 . 3 1亿欧元，同比降幅达4 8 . 8 %，几乎腰斩；调整后息 税 前 利 润 为 8 2 亿 欧 元 ， 同 比 下 降 约 4 0 %； 工 业 业 务 自 由 现 金 流 5 4 亿 欧 元 ， 即 使 自 由 现 金流保持正向，但也远低于上一年的近9 2亿欧元。 以下文章来源于中国企业家杂志 ，作者任娅斐 中国企业家杂志 . 讲好企业家故事，弘扬企业家精神 一年少卖400亿。 奔 驰 上 一 次 利 润 如 此 低 迷 ， 还 要 追 溯 到 2 0 1 9 年 ， 当 时 其 前 身 戴 姆 勒 集 团 销 售 乘 用 车 和 厢式货车仅实现2 7 . 0 9亿欧元净利润，同比暴跌6 4 %；2 0 2 0年态势转好，集团当年净利 润实现 ...

"令人惊叹。" 这是德国总理默茨（Friedrich Merz）2月26日在北京街头亲身体验由梅赛德斯-奔驰与中国科技公司Momenta合作开发的智能辅助驾驶系统后， 给出的直接而有力的评价。 2月26日，梅赛德斯-奔驰集团董事会主席康林松（Ola Kllenius）陪同默茨试乘新一代S级轿车，亲身体验由梅赛德斯-奔驰与中国科技公司Momenta联合打 造、可实现"从车位到车位"的城区及高速领航辅助驾驶系统。此行恰逢默茨中国之行的最后一天，这次试乘成为默茨就任德国总理后首次访华行程中极具分 量的活动。 《中国经营报》记者从梅赛德斯-奔驰方面获悉，就在同一天，梅赛德斯-奔驰中国与Momenta在北京签署升级合作谅解备忘录，进一步深化双方在智能辅助 驾驶领域的合作。 这些动向释放了汽车仍是中德双边合作的核心纽带这一明确而清晰的信号。在试乘活动后，默茨听取了康林松和Momenta首席执行官曹旭东关于智能辅助驾 驶合作内容的相关介绍，并高度赞扬了中德两国企业在智能汽车时代携手共进的价值。梅赛德斯-奔驰与中国科技公司Momenta合作的深化，成为中德高端 制造相向而行、共谋未来的生动注脚。 "中国为奔驰辅助驾驶全球创新 ...

2月26日，正在中国进行正式访问的德国总理默茨在位于北京的奔驰中国总部试乘了新一代S级轿车， 体验由梅赛德斯-奔驰与中国科技公司Momenta合作开发的城区及高速领航辅助驾驶系统。他对此评价 道："令人惊叹。"在参访过程中，默茨总理还了解了梅赛德斯-奔驰在中国深化技术合作的最新成果。 ...

这不仅是默茨上任后的首次访华，更体现出德国工商界对华合作的坚定信心与务实选择。 德系车企高管组团"打卡" 此次德国车企高管随总理访华，并非简单的外交陪同，而是带着明确的合作诉求与战略规划而来，释放出对华长期合作的强烈信号。 访华前后，德国车企高管密集发声，直言中国市场不可替代。其中，宝马集团董事长齐普策在访华前公开表示，若德国车企忽视中国这一 全球最大汽车市场，将危及未来经济成功。他指出，如果对中国庞大的市场规模和创新潜力视而不见，"就等于错失全球增长和经济成功的重 大机遇"。 大众集团管理董事会主席奥博穆强调，中国对大众集团而言远不止是销售市场，更是全球核心创新中心与技术策源地，只有在中国成功， 才能在其他市场成功。同时，大众集团（中国）董事长兼CEO贝瑞德也表态称："无论是在出行还是可再生能源等关键领域，任何真正致力于 推动转型的企业，都不可能忽视中国。与此同时，欧洲，尤其是德国，也完全有理由阐明并追求实现自身立场。" 梅赛德斯-奔驰集团董事会主席康林松强调，中国汽车市场的电动化和智能化发展令人瞩目，"中国速度"正在深刻改写世界汽车工业的发 展格局。奔驰将借助中国的速度、创造力和强大的本土科技生态，通过进 ...

Core Insights - In 2025, despite an overall decline in the luxury car market, Mercedes-Benz achieved significant performance in China, delivering over 575,000 vehicles, including passenger and light commercial vehicles [2] - Mercedes-Benz maintained its leading market share in the core luxury segment (priced above 400,000 yuan) and the high-end luxury segment (priced above 1 million yuan), with the Mercedes-Maybach GLS SUV seeing a nearly 14% year-on-year increase in deliveries [2] - The company is in a "water storage period" for product iteration, with only one new model, the CLA, launched in 2025, while most key models are in the latter half of their product cycles [4] Group 1: 2025 Performance and Strategy - The CEO of Beijing Mercedes-Benz Sales Service Co., Ltd. stated that 2025 was a challenging year, but through practical adjustments and proactive strategies, the company secured reasonable market share and met its basic business goals [4] - Mercedes-Benz is focusing on local R&D and innovation, collaborating with local tech firms to develop smart driving technologies tailored to Chinese consumers [5] - The company is optimizing its service network, shifting from scale development to quality and efficiency enhancement in response to market changes [6] Group 2: 2026 Outlook - For 2026, Mercedes-Benz plans to focus on three main areas: product quality, luxury service and experience, and continued investment in China [8] - The company aims to introduce over 15 new and updated models, covering various luxury segments and drive types, including new electric vehicles based on its three new electric architecture platforms [8] - Mercedes-Benz will accelerate the smart experience upgrade across its entire model range, with plans for multiple over-the-air software updates for vehicles equipped with the MB.OS operating system [9] Group 3: Digital Transformation and Sustainability - The company is committed to enhancing digital operations by integrating AI tools for customer communication, service, and business management to improve operational efficiency [10] - Mercedes-Benz is dedicated to sustainable development, participating in the automotive industry's upgrade and societal sustainability, with significant milestones in carbon neutrality and renewable energy usage in its manufacturing plants [12] - The company is also deepening its public welfare initiatives, including a three-year partnership with the Sanjiangyuan National Park and educational projects benefiting over 100 schools [12]

Core Insights - 2025 is a challenging year for Mercedes-Benz, with a shrinking luxury car market above 400,000 yuan and a product update cycle that is in its later stages [1][3] - Despite market challenges, Mercedes-Benz aims to strengthen its presence in China by focusing on product and service enhancements [1][4] Market Trends - The market share for vehicles priced above 400,000 yuan is expected to decline from 6.3% to 5.2%, while the share for vehicles priced between 300,000 and 400,000 yuan will drop from 9.0% to 8.4% [3] - Conversely, vehicles priced below 50,000 yuan and in the 50,000 to 100,000 yuan range are seeing growth, with shares increasing from 2.6% to 3.5% and from 11.5% to 13.8%, respectively [3] Sales Performance - Mercedes-Benz plans to deliver over 575,000 new vehicles to Chinese customers in 2025, maintaining a leading market share in the core luxury segment and the high-end luxury market [3] - The annual delivery of the Mercedes-Maybach GLS SUV is projected to grow by nearly 14% [3] Product Strategy - The company will introduce over 15 new and updated models, covering various luxury segments and drive types, including the new electric platforms MB.EA, AMG.EA, and VAN.EA [4] - Key upcoming models include the new electric GLC SUV and the next-generation S-Class sedan, set to launch within the year [4] Digital Transformation - Mercedes-Benz is accelerating the upgrade of its entire vehicle lineup with intelligent features, including multiple over-the-air software updates for models equipped with the MB.OS operating system [4] - The company is focusing on enhancing retail experiences and digital operations through AI applications for customer communication and service [4] Sustainability Initiatives - The company is committed to sustainable development, promoting a green transition and aiming for a "dual 6 million" milestone in vehicle and engine production [5] - Mercedes-Benz is also involved in social initiatives, including a youth education project that is expected to benefit over 100 schools nationwide [5] Long-term Vision - The CEO emphasizes the importance of product quality, service excellence, and continued investment in China as key strategies for the company's future [7]

Core Insights - Mercedes-Benz delivered over 575,000 new vehicles in China in 2025, maintaining a leading market share in the core luxury segment and achieving growth in high-end product lines despite industry fluctuations [2][3][5] - The year 2026 marks the 140th anniversary of the invention of the automobile and the 40th anniversary of Mercedes-Benz's entry into the Chinese market, with plans for a comprehensive product refresh and technological upgrades [2][9][16] Market Performance - In 2025, Mercedes-Benz sold 2.16 million vehicles globally, with China contributing over 575,000 units, making it the largest single market [3] - The luxury car market in China saw a 10% decline in sales for vehicles priced above 300,000 yuan, yet Mercedes-Benz maintained its dominance in the 300,000 yuan and above segment with 339,000 units sold [3][5] - Mercedes-Benz's domestic models accounted for 250,000 units, while imported vehicles totaled 91,000 units, with a significant portion of high-value models [5] High-End Product Growth - The AMG series saw a 7% increase in global deliveries, reaching 145,000 units, while the G-Class achieved a record high of 49,700 units delivered [5] - The Maybach GLS SUV experienced a nearly 14% increase in deliveries, with a total of 12,000 units sold in China, highlighting the brand's appeal to high-net-worth customers [5][9] Strategic Adjustments - Mercedes-Benz is proactively optimizing its retail network and enhancing service experiences to ensure consistent high-quality service for customers amid market fluctuations [8] - Over 30 dealers completed the "Network Upgrade Plan" in 2025, and new service points were established in previously underserved markets [8] Future Plans - In 2026, Mercedes-Benz plans to launch over 15 new and updated models, covering various luxury segments and incorporating multiple powertrain options [9][16] - The company is accelerating the implementation of intelligent technologies, with plans for multiple OTA updates for vehicles equipped with the MB.OS operating system [13][16]

Core Insights - In 2025, Mercedes-Benz delivered over 575,000 new vehicles in the Chinese market, maintaining a leading share in the core luxury market and the high-end luxury car market [1] - The year 2026 marks the 140th anniversary of the invention of the automobile and the 40th anniversary of the brand's entry into the Chinese market, with plans to introduce over 15 new and updated models [3] - The all-new Mercedes-Benz electric GLC SUV, the first mass-produced model on the MB.EA platform, will be launched in a long-wheelbase version in China [5] Product Strategy - Mercedes-Benz will adhere to a product strategy of "oil-electric parity" and "oil-electric intelligence," gradually renewing its product lineup [3] - New models based on the MB.EA, AMG.EA, and VAN.EA electric platforms will be introduced [3] - Starting in 2026, all models equipped with the MB.OS system will receive over-the-air software updates [7] Digital Transformation - The company is focusing on quality improvement and efficiency, upgrading its retail network while enhancing customer service experiences [7] - Over 30 dealer network upgrades were completed in 2025, with new outlets established in previously underserved markets [7] - AI tools will be integrated to enhance service, retail, and business management efficiency [7] Sustainability Initiatives - Mercedes-Benz is committed to sustainable development, with Beijing Benz entering the "dual 6 million" era in production and achieving carbon neutrality in its manufacturing processes [8] - The company is actively participating in social sustainability initiatives, including a three-year public welfare cooperation with the Sanjiangyuan National Park [8] - In 2026, the company will continue its "influence public welfare" practices, benefiting over 100 schools through youth quality education projects [10]

Core Insights - In 2026, Mercedes-Benz plans to enhance its product offerings, luxury services, and customer experience in the Chinese market, with over 15 new and updated models expected to launch [1][2] - The luxury car market in China is facing challenges, particularly in the segment priced above 400,000 yuan, which is experiencing a contraction [1] - Despite market fluctuations, Mercedes-Benz has maintained a leading position in the luxury segment, with a reported global sales figure of 2.16 million units in 2025, including over 575,000 units sold in China [1] Group 1 - Mercedes-Benz will introduce over 15 new and updated models in 2026, including the new long-wheelbase electric GLC SUV and the next-generation S-Class [2] - The company aims to implement a product strategy focusing on both traditional and electric vehicles, ensuring a diverse lineup that caters to various luxury market segments [2] - The brand's flagship model, the Maybach GLS SUV, saw a nearly 14% increase in annual deliveries in 2025, indicating strong demand in the high-end luxury market [2] Group 2 - Mercedes-Benz has adjusted its business expectations in response to market changes and product lifecycle challenges, while still achieving its basic business goals [1] - The company plans to enhance its digital capabilities by rolling out multiple over-the-air software updates for vehicles equipped with the MB.OS operating system in 2026 [2] - AI-powered smart cockpit features and advanced driver assistance systems are set to be integrated across the entire product lineup within the next 12 to 18 months [2]

Core Insights - In 2026, Mercedes-Benz plans to enhance its product offerings, luxury services, and customer experience in the Chinese market, with over 15 new and updated models expected to launch [1][5] - The luxury car market is facing challenges, with a contraction in the segment above 400,000 yuan, and 2025 is seen as a critical year for product updates [4][5] - Mercedes-Benz maintained its leading market share in the core luxury segment (400,000 yuan and above) and high-end luxury segment (1 million yuan and above) in China for 2025, with a total global sales of 2.16 million vehicles, including over 575,000 units sold in China [5] Product Strategy - Mercedes-Benz will implement a product strategy focusing on both traditional and electric vehicles, with a lineup refresh planned for 2026, including new models like the long-wheelbase pure electric GLC SUV and the next-generation S-Class [5][6] - The company aims to leverage its MB.OS operating system for multiple over-the-air software updates in 2026, enhancing the smart cockpit and advanced driver assistance systems across its product range [6]