Home / Biz updates
German car-maker Mercedes Benz has renewed its sponsorship for the China National Center for the Performing Arts here in Beijing for another 3-years.
From endowing tennis tournaments to building cultural centers, Mercedes Benz is one of the few foreign brands which invests hugely in building its brand recognition and brand loyalty through constant interaction with its customers.
Since 2007, the luxury car-maker has been the premier sponsor of the National Center of Performing Arts (NCPA), one of China's most distinguished art venues.
Yang Jingmao, vice president of the NCPA said Mercedes Benz contains a brand value that matches that of the NCPA, which is now both an architectural landmark and an iconic cultural institution.
The NCPA is undoubtedly China's most recognized art venues, both at home and abroad, while Mercedes Benz occupies this unique status as an industry leader and a top-notch luxury brand. Therefore, both sides can lend its strength to the other and make the other stronger.
Mercedes-Benz started the new year with a record strong sales in January.
Chinese market contributed the most as a single country to the record sales with a delivery of over 24,000 unites, 44 percent more than the same period last year.
Nicholas Speeks, president and CEO of the Mercedes Benz Sales Service Beijing, on his part said positive customer perception is not only about a successful business.
I think it is important to give back something to the Chinese society. We are very fortunate to be guest in your country and lead good business. We have customers who occupy one of the very privileged stratas in the society. I think it is in their interest and as well as ours to provide something back that is accessible to the broader public.
In addition to its extensive visibility in China's mega cities, the car maker also made some conscious effort in reaching out to the less developed regions in China.
Mercedes Benz initiated the China Mercedes Benz Music Class fund in 2010.
Since its establishment, the fund has helped to fund 400 such classes in 29 provinces across the country.
These classes have directly benefited over 160,000 children in the rural areas, bringing them access to some basic music learning and instruments.
