Auto special: With strong momentum, Mercedes-Benz looks ahead to 2016

Hot on the heels of a powerful product-offensive last year that bucked the industry trend, Mercedes-Benz began the new year with a strong line-up of new models at the North American International Auto Show in Detroit over the weekend.

The unveiling of a variety of new models, including the much-anticipated All New E-Class, indicated that the German premium automaker has no intention of easing up.

"It (2015) was the most successful year for Mercedes since we invented the automobile, and we are determined to build on this success by expanding and rejuvenating our line-up," said Dieter Zetsche, chairman of the Board of Management of Daimler AG and head of Mercedes-Benz Cars, at the show. "I think we owe it to Carl Benz and Gottlieb Daimler to mark our 130th anniversary."

"Our new E-Class is an especially intelligent example of this," he added.

The highlight of the show was certainly the premiere of the company's All New E-Class. The 10th generation of Mercedes-Benz's most successful model, the 2016 All New E-Class is positioned by the German automaker as the "masterpiece of intelligence" at the core of the Mercedes-Benz brand.

In addition to the cutting-edge intelligent driving technologies, its stylish exterior design, extensive interior appointments, and comprehensive safety amenities also make it a leader in its segment.

A lot to look forward to

Last year was a challenging one for automakers in China, with the economy slowing down and new policies and regulations introduced. Mercedes-Benz was one of the few premium manufacturers to buck the trend, and it enjoyed a stellar 2015.

For the first time, China became the largest sales market for Mercedes-Benz passenger cars last year, and it was also the company's fastest growing market last year, said Hubertus Troska, the member of the Board of Management Daimler AG responsible for Greater China.

"Listening to our customers and providing them with the right products has proved successful, and this makes me confident for 2016," he said.

"We have a lot to look forward to in 2016, especially the E-Class," said to Nicholas Speeks, president and CEO of the company. "We are optimistic about China, and we are confident in the market."

Mercedes-Benz enjoyed a 35 percent year-on-year growth in passenger car sales last year, surpassing 363,000 units, according to Speeks.

This meant Beijing Mercedes-Benz Sales Service Co Ltd wrapped up 2015 with its 34th consecutive month of sales growth since its establishment.

To tap into this growth, BMBS is focusing on the overall ownership experience for customers, providing them with added convenience through an array of new and optimized services. These include after-sales services that give customers more transparency in ownership cost, as well as the upcoming "Mercedes me" store.

Meanwhile, the company has built on its solid relations with its dealer partners to further their win-win cooperation.

"By the end of 2015, Mercedes-Benz had opened 500 outlets covering 200 cities. This has created an excellent foundation for our sales and the rapid development of our business over the next few years," said Li Hongpeng, senior executive vice-president at BMBS.

Reflecting on the company's success in gaining sales and customer satisfaction, Duan Jianjun, executive vice-president, responsible for sales and marketing at BMBS, adopted a vivid metaphor.

"A successful business operation may be likened to a healthy tree. The customer and brand are like the earth and roots, the product is the trunk, and obviously we need sound planning, that is our branches, together with efficient sales measures and marketing, which are the leaves," he said. "If all grow well, the tree will blossom and yield fruit."

zhuanti@chinadaily.com.cn

(China Daily 01/13/2016 page15)