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Mercedes to launch 10 models in China during 2017

24 January 2017 IHS Markit Automotive Expert

German premium brand Mercedes-Benz plans to significantly boost its presence in China this year with the launch of 10 new models, reports the China Daily, citing company senior executives.

IHS Markit Perspective:

Duan Jianjun, executive vice-president of the Mercedes brand with a responsibility for sales and marketing, is quoted as stating that the brand is to introduce more than 10 models in China during 2017. The automaker aims to further strengthen its sales in China, which grew by a double-digit rate in 2016. Mercedes has enhanced its brand penetration in China by sponsoring cultural venues, as well as strengthening its dealership base. Duan said, "Whether it is our precise product strategy in China, or efficient customer services from our dealers, or the diligent work of our employees, all these aspects perfectly demonstrate our brand claim: an untiring spirit in pursuit of the best." As well as the 'Mercedes Me' experience centre in Beijing's Sanlitun, the brand has extended its naming rights to the Mercedes-Benz Arena stadium in Shanghai until 2025. Meanwhile, a branding strategy called 'She's Mercedes' was launched in 2016 in China to further enhance the brand's market profile among female buyers.

Significance:

Mercedes now has around 500 dealerships spread across China, of which 50% have been in operation for fewer than three years. Sales of Mercedes-Benz models in China reached 472,844 units in 2016, marking an annual increase of 26.6%, the Stuttgart-based automaker has said. China is the largest single market for the premium brand, which in 2016 outperformed its rival. Mercedes' production in China included seven models in 2016, with total volume expected to rise to around 450,000 units per annum in the country by 2020, when 11 models will be in production in the country, IHS Automotive forecasts show. Mercedes will likely import a number of models to enhance its presence and the line-up offered to consumers in China this year.

About this article

The above article is from IHS Automotive Same-Day Analysis of automotive news, events and trends, and is a deliverable of the World Markets Automotive Service. The service averages thirty stories per day and also provides competitor and country intelligence. Get a free trial.

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