Rational analysis of Mercedes-Benz's market trends in China
The Daimler Group held an annual performance communication meeting at the Mercedes-Benz Center in Stuttgart, Germany, and announced the record-breaking 2017 business performance. Daimler has four aspects in terms of group sales, turnover, EBIT and net profit. A record high. In the passenger car sector we are concerned about, the fast-growing Chinese market has undoubtedly become the largest single market for Daimler's Mercedes-Benz brand. However, while paying attention to the bright performance of Mercedes-Benz, we also noticed that in recent years, Mercedes-Benz brand products have repeatedly experienced problems in the “invisible place†of consumers – quality performance, whether this will affect the long-term market performance of Mercedes-Benz in China. It is worthy of attention.
China continues to maintain Mercedes-Benz's first single market positionAccording to data released by Daimler, China contributed 587,868 sales to Mercedes-Benz last year, up more than 25.9% year-on-year; sales in China accounted for 67% of Mercedes-Benz's 875250 total sales in the Asia-Pacific region; in China, domestic sales were 42. .30,000 vehicles, accounting for 70% of Mercedes-Benz's total sales in China.
In 2017, Mercedes-Benz achieved a total sales volume of 337,246 vehicles in the United States, while sales in Germany were 303,528. China's sales were 74% and 94% higher than the two, indicating the unmatched demand in the Chinese market and making China a reality. Maintain the position of Mercedes-Benz's largest single market.
At the specific model level, we found that the four domestic models have achieved sales growth, especially the new E-class 2017 sales have almost doubled compared to 2016, reaching 112,515 units; the medium-sized SUV model GLC sales also exceeded 110,000 units, a year-on-year increase. More than 26%; long-term sales of Mercedes-Benz C-class sales exceeded 120,000, the growth rate also exceeded 20%; Mercedes-Benz GLA sales increased only 6% to 71,214.
Mercedes-Benz product quality luxury camp bottomThe market performance of Mercedes-Benz brand in China is very bright, indicating that Mercedes-Benz products meet the needs of Chinese consumers in terms of design, value, configuration, driving quality, etc., and have been recognized by Chinese consumers.
However, we found that there is an evaluation index, Mercedes-Benz products almost at the bottom of the luxury camp, that is the quality of the vehicle's products.
According to the new car quality report provided by the largest auto vertical media car home in China, the number of new car failures in the Mercedes-Benz brand is 233 (that is, 233 consumers complain every 100 cars), and the fault level is almost reached. The best quality brand Lexus is 3 times.
Even with BMW and Audi, which are close to the mass and close in brand position, Mercedes-Benz's product quality in each market segment is also poor.
For example, the Mercedes-Benz GLC model with “outstanding†in the above figure calculates the number of failures of a hundred vehicles up to 348 by the formula, which is even lower than many new products of independent brands. Up to 50% of the problems occurred during driving, and a large number of Mercedes-Benz GLC consumers reported serious brake noise in their vehicles.
There is reason to believe that consumers can buy a car in a short-term contact with the vehicle, at the level that can be directly perceived, such as product design, driving quality, etc., because Mercedes-Benz products perform better and meet the requirements of consumers, in the short term Mergers have made rapid purchase decisions, so Mercedes-Benz has achieved a very large increase in product sales in the past year.
However, the relatively poor quality will be gradually discovered by consumers after the passion for several years, which will affect consumers' long-term evaluation of Mercedes-Benz products and brands, and gradually affect the consumer reputation of Mercedes-Benz.
In fact, Mercedes-Benz is not only poor quality of domestically produced models, but the Chinese joint venture company Beijing Benz is also quite passive in responding to the quality problems of its products. For example, in order to save the cost of self-ignition of its models, Beijing Benz in order to save costs, ignore the safety of consumers' lives and property, after implementing a recall, still let the defective products be produced and listed, and then implement the recall again.
Under the influence of such negative factors, Mercedes-Benz's excellent market performance in China in 2017 can be continued in the future, which is a serious topic worth exploring.
Of course, we also need to think, Chinese car consumers really care about the quality of car products?
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