BMW, has been set aside by the Chinese as money, status symbol that represents a luxury and romantic life. More staid Benz, represents power. Local 6 December 2004 in Beijing, Mercedes Benz, BMW brewing for a long time between the new round of the competition is "aggressive".
No one would expect in Beijing Benz dream a reality should have so fast — December 6, 2004, in Beijing economic-technological development zone, Beijing Benz-DaimlerChrysler · Chrysler Automobile Co., Ltd. (hereinafter referred to as Beijing Benz-Dyke) new factory Foundation laying ceremony, Benz finally imported cars last moment of quota elimination in China on the House. And as early as 2003 to 27 March, BMW Group and brilliance China Automotive holding company Agency, established production and sales of joint venture for BMW brand vehicles, and BBA in the joint venture, launched a homemade BMW series cars. Po Malay, old rival Mercedes-Benz is a must. BMW and Mercedes-Benz successively in China "localization" means both internationally and has been fierce competition competitor, will continue to play in China's high-grade cars market "race", who will be the ultimate winner? BMW small step but fast
When in October 2003, the domestic BMW unveiled in front, many people did not expect that with this "countless people in homage" luxury cars in China, BMW in China's strategy also more clear: to be the luxury car market of King. But in front of the Audi, Mercedes-Benz after macroclimate, has always been proud of BMW fulfiled? joint venture in China is a key step for BMW, which as early as 2003 was started. During the year, the BMW action that seems to let people see BMW luxury car market in China at will. 27 March 2003, BMW Group and brilliance China Automotive holding company-investment contract signing ceremony held together to form the production and sales of joint venture for BMW brand vehicles and BBA in the month for the first time under the MINI brand car to China; in May 2003, the first BMW Z4 Roadster to the hands of the Chinese users; in June 2003, equipped with in-line 6 cylinder 3.0 litre engine BMW730Li listed in China; October 16, homemade enthusiasts announced the GA; 27 November, the BMW Group and the BBA Grand launch of the new generation BMW 5 Series Sedan. BMW's "quick tips" that many people in the industry and consumers have felt a little by surprise. BMW in China of a series of actions, in the domestic car market once again set off luxury car craze, only 4 months of 2004, the BMW Group in greater China car sales increased 41.4% from the same period last year increased to 8580 6065 motor vehicles. BMW's goal is, within three years will increase in the number of dealers to 60, so that the whole of China every 500 million or more major cities at least to establish a BMW sales outlets, and to achieve 10 years each year in the Chinese mainland to sell 10 million goal of BMW. It can be said that the BMW in China early in the morning of "localization" strategy, is to keep the BMW stand the Chinese market, doing in China's most successful top-grade brand a gaoqi. But this time BMW does not make the Mercedes-Benz, BMW China President Tong Rui hash one quite easily Word is: "they are, after all, no domestic, how to talk about and our competition?" BMW insists: they want to do in China's most successful top-grade brand. Their competitors only Benz.
Benz acrylonitrile group operations
Time cannot disguise the Pearl of the magazine. With the 6 December 2004, Beijing Benz-Dyke in Beijing yizhuang development zone, Mercedes and BMW in the same platform competition again. "Benz BMW old adversary, it has to be hilarious, BMW and Mercedes Benz ' tough ' in China. "BBA PR head suggests, foretells a BMW, Mercedes-Benz's passionate is awaiting approval. In fact, these two years, although BMW in China show, Mercedes-Benz never idle. As Mercedes-Benz brand of classic cars, s-class there is no doubt that acts as a vanguard role was first introduced into the Chinese market. Although in a few years time s-class has been a one-man operation, but in China has created a single model luxury car sales. It is reported that in China held in 13 million Benz, 3 there are two buses is the s-class. Mercedes-Benz S-class by virtue of a firm foothold, of the other two models e-class and C-level it will go into a stage for China luxury cars. As early as 8 September 2003, DaimlerChrysler group signed with beiqi agreement, was set up in Beijing after Beijing Benz-Dyke, 2005 Mercedes-Benz e-class and C-class saloon will implement domestic in Beijing. According to project plans, domestic Beijing Benz sedan will start in July 2005 in stages to market: 1 July CKD Beijing production line, Mercedes-Benz plans to produce thousands of vehicles throughout the year, to reach a million vehicles in 2006 to 20 000 vehicles. Mercedes-Benz C-class, E-class saloon behind lurks a kind of background? according to Beijing Benz-Dyke related personnel, Mercedes C-class saloon is a midsize cars in the face of the young population is uncompromising, known as "successful people first Mercedes cars", launched in less than three years have been sold in over 130 million units. New E-class saloon is the Mercedes of high-class models, positioning in the new economy business and administrative people seated, the vehicle was set in 2003 243000 global sales success. Benz settled in Beijing, means and BMW comprehensive trial alluded to in full in China into a new phase, which also confirms the industry's words: "Benz and BMW the competitive everywhere. "It can be expected, as the 2005 Mercedes-Benz C-class, made in E-class, and BMW launched 5 vehicle competition, luxury car market will inevitably some occasions.
Deluxe romance of the three countries will automobile market
"Sit Benz, kaibaoma" has been featured in China. It can be said that in the luxury car market, something to lose, and equally
I am afraid that only Benz and BMW. With two major Deluxe giants, not only for the luxury car market in China is no longer alone, and two large luxury car giants to compete will be intensified. The two giants of China's "localization" competition means entrenched China luxury car market a few years of Audi era comes to a close. But Mercedes-Benz and BMW "two tigers" confrontation, who will triumph? if the simple duration from the localization process, BMW is undoubtedly the preemption, the first luxury vehicle position. At present, the BBA has been put into production in China 3 series and 5 series of 5 models, prices from 400 000 to 70 000 of interval. But as the first real sense of home-made luxury cars, BMW sales done and is not satisfactory, 2004 to October sales total domestic BMW reached 8500 car though, and advance of expected far worse. To be made by Mercedes-Benz e-class and C-class saloon, the main competitors in the future will also be the BMW 3 series and 5 series. Faced with increasing urgency of competitors, the two sides of the offensive of the rich product line, are aware of the breach from after-sales service areas to find, but a wise choice. After all, both at the product level has its own advantages, who in the sales and service network-building one step ahead, who can occupy larger Chinese market share. Although Benz listing best to July 2005, but its network building already has a prototype. As of the end of 2004, Benz cars in China, built more than 50 sales and service center, licence before 2007, Mercedes-Benz will put in China of a licence for sales, service and increased to more than 100. To some extent, around the Benz listed in China's preparations are in full swing. In contrast, BMW sales and service network is not very good, with the BMW Group Chairman Mr punk as saying: "sales and service network of unsound largely restricted the domestic production of BMW. "It is reported that in 2004 the BMW in the Chinese market sales network has only 24 home increased to 41, at the end of 2005 will increase to 55. In the eyes of the Chinese people, both of whom more dominant brand? previously carried out by a public survey, the Mercedes-Benz brand awareness among all automotive brand in the first place, the new successful people willing to purchase a Mercedes-Benz as their automobile consumer wishes. In other words, although from time on Benz is a luxury car brands come in late, but Mercedes in Chinese people's brand is another luxury car brand. Faced with a challenge of the Mercedes-Benz brand influence, BMW has always been proud and apostasy lower skull? be a punk, oratory: "BMW is a BMW. "BMW's pride. Panoramic view in recent years, the luxury car market performance, Mercedes-Benz, BMW brewing for a long time between the new round of competition has already awaiting approval, but both past and present analysis of the various initiatives, it is not difficult to see, although both are Germany luxury car brand, and have input into the Chinese market, competition policy but not all the same: from the first to introduce new models to implement localization for a year in advance, BMW hand shortcut, as if for a quick enclosure movement, go is preconceived line; you always maintain "mcg" big brother ", take the way to go, first layout based sales and service network, and then promote the new product line, shows a group fighting style. Do a figuratively: BMW into China's thinking like the fielded some individually small troops occupied the number of positions, and Benz is the powerful army of pushing through a branch, the occupation of a Department. The industry claims that Mercedes-Benz, BMW and minuses, which is a tactical victory is negative it is difficult to conclude that the Chinese market is very special, only good at competitive market strategy in timely adjustments to the final. 2005 Mercedes-Benz and BMW, will lead the luxury car market to embark on another level, it is beyond doubt. In 2003, due to the listing of domestic BMW, domestic premium-car market situation by Audi dominates were broken; now Benz comes, if I can break the BMW in China's idea of a noble status, Benz became China's idea of a luxury car, let "sit, Benz Benz" became the Chinese maxims? people waiting.
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