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 ...

Core Insights - The collaboration between Mercedes-Benz and Momenta in developing intelligent driving systems is a significant step in enhancing their competitive edge in the automotive market, particularly in China [3][4][7] Group 1: Collaboration and Innovation - Mercedes-Benz and Momenta signed a memorandum of understanding to deepen their cooperation in intelligent driving technology, emphasizing the importance of automotive collaboration between Germany and China [3][4] - The intelligent driving system developed by Mercedes-Benz and Momenta can operate in various scenarios, including highways and urban environments, showcasing a "from parking space to parking space" capability [4][5] - The system incorporates a "human-machine co-driving" concept, enhancing the driving experience without requiring the driver to take control of the steering wheel [4][5] Group 2: Market Strategy and Localization - Mercedes-Benz views China as a crucial market and innovation center, aiming to accelerate local supply chain integration and enhance competitiveness through partnerships with local tech firms [7][9] - The company plans to deliver over 575,000 new vehicles to Chinese customers by 2025, maintaining its leadership in the luxury segment [10] - The collaboration with Momenta allows Mercedes-Benz to retain its core safety standards while speeding up technological iterations in the Chinese market [7][9] Group 3: Future Developments - Future upgrades to the intelligent driving system will leverage Momenta's R6 reinforcement learning model to improve traffic efficiency and response capabilities in critical situations [5] - By 2026, Mercedes-Benz aims to enhance its competitiveness in smart technology, with plans to roll out multiple over-the-air software updates for vehicles equipped with the MB.OS operating system [11]

Group 1 - German Chancellor Merz visited the Mercedes-Benz headquarters in Beijing and test drove the new generation S-Class sedan [1] - The vehicle features a navigation assistance system developed in collaboration with Chinese tech company Momenta [1] - Chancellor Merz expressed his amazement at the technology during his visit [1] Group 2 - The visit highlights Mercedes-Benz's commitment to deepening technological cooperation in China [1] - The collaboration with Momenta signifies a strategic partnership aimed at enhancing autonomous driving capabilities [1]

Group 1 - German Chancellor Merz's first visit to China since taking office is significant, with a delegation of around 30 top executives from major German companies, marking the most luxurious trade delegation since Merkel's era [2][3] - The visit reflects the strong confidence and pragmatic choices of the German business community regarding cooperation with China [3] - Executives from German automotive companies emphasize the irreplaceable nature of the Chinese market, with BMW's chairman stating that ignoring China would jeopardize future economic success [4][5] Group 2 - Substantial cooperation projects were established during the visit, with over ten commercial agreements reached in sectors such as automotive, machinery, energy, logistics, and finance [5] - The automotive sector is highlighted as a key area of focus, with German car manufacturers recognizing the importance of the Chinese market for their global competitiveness [7] - The collaboration direction has shifted from traditional manufacturing to technology synergy, extending into areas like battery technology, smart driving, and green low-carbon initiatives [8]

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]