Following the coaching change in December last year, after the well-performing Mercedes-Benz Japan president took control of Mercedes-Benz China, he intends to build China into the world's largest market within two years. On June 18, Daimler announced the reorganization of its sales structure for the Mercedes-Benz brand in China, establishing a new sales support organization at its headquarters in Germany and taking charge of training and sales in the Chinese market. At the same time, Mercedes-Benz plans to add 75 dealers in China this year and concentrate the sales of imported and domestic passenger cars in the same sector.
To add 75 dealerships in China before the end of the year
According to reports, the department named “SalesMan-agementChina†(China Sales Management Department) was set up at the Mercedes-Benz headquarters in Stuttgart, Germany, as a brand-new sales support organization and is a newly established department dedicated to Mercedes-Benz’s sales operations in China. The department was led by Benjamin Auer, former general manager of Audi China Sales.
In fact, as early as before, by classifying all car sales activities of Beijing Mercedes-Benz Sales Services Co., Ltd., Daimler said that “an organizational structure aimed at optimizing China's sales business has been establishedâ€. In December last year, Daimler completed the merger of two major sales channels in China, integrated the sales network of imported cars and domestic cars, and set up a seat on the board of directors for the Chinese market for the first time, with Hubertus Troska serving as the chairman.
The establishment of the China Sales Management Department further promoted the development of Mercedes-Benz's sales business in China. The setup of the new organization can be understood as the adjustment of Mercedes-Benz in the superstructure, and the next step is the layout of the formation of the first-line dealer network.
Last Tuesday (June 18th), Daimler announced that Mercedes-Benz plans to expand its sales network to 36 blank cities by the end of this year and to add 75 dealerships in China. According to another report, by the end of 2012, the number of Mercedes-Benz dealerships in China was 260, which did not have the advantage compared with competitors BMW and Audi. Analysts believe that the Mercedes-Benz dealer network expansion is expected to narrow the gap with the latter two.
Twenty new or modified models will be launched before 2015
This official announcement is particularly noteworthy that Daimler’s undisguised ambitions for the Chinese market: “China is expected to become the largest single market for Mercedes-Benz within the next two years.†To that end, Mercedes-Benz is ready to send China to China before 2015. Launches 20 new or modified cars.
In fact, Mercedes-Benz's traditionally strong market in Europe and other countries is affected by the overall economic environment and sales of Mercedes-Benz are sluggish. Mercedes-Benz had to hope that the emerging markets headed by China could make up for the shortfall in the European market and secure its position in the luxury car market.
At the Daimler Annual Media Conference earlier this year, Daimler CEO Zeche reiterated that its Mercedes-Benz brand's 2015 sales target in China will be increased to 300,000 units.
Prior to this, to further increase its production capacity in China, Mercedes-Benz has detailed plans for the future expansion of its production capacity in China. At present, Mercedes-Benz's annual production in China is only 100,000 units, which completely fails to meet the needs of the Chinese market. Prior to this, Beiqi executives said in an interview with the media that “Beijing Benz will increase the production capacity of 100,000 vehicles annually until 2015 and eventually An annual capacity of 500,000 vehicles will be formed."
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