Mercedes-Benz car "conspiracy"

Last week, Mercedes-Benz promoted smart marketing campaigns in full swing. The arrival of NBA superstar and smart brand messenger Kobe has added passion and vitality to the hot Shanghai.

If not mistaken, this should be the first time that Kobe has officially become a brand ambassador for smart China.

Kobe is the winner of five NBA championships. I don't have to guess that everyone can know that the endorsement fee is certainly not low. As a luxury car company, in order to push a car with a price of only tens of thousands of yuan, is Mercedes-Benz doing this?

Careful analysis is not difficult to find, in the extremely fiercely competitive luxury car market, Mercedes-Benz is a bit helpless, the current competitive disadvantages allow Mercedes-Benz to need to "stake a few bets" in the smart car.

Data shows that in the first half of this year, Mercedes-Benz, including smart sales, although sales increased 52%, but sales were only 92,174. Its two main rivals BMW and Audi will be far behind. In the first half of this year, Audi sold a total of 140,699 vehicles, a year-on-year increase of 28%; BMW's year-on-year increase of 61%, and sales exceeded Benz's nearly 30,000 vehicles, reaching 121,614 vehicles.

Although Mercedes-Benz ranks third, it should also be noted that smart sales contribute a lot to Mercedes-Benz. Data show that in the first half of the year, smart sales were nearly 5,500 units, an increase of nearly 360% year-on-year.

In the Chinese automobile market, Audi's "official car" image has allowed it to secure its position as the boss. Mercedes-Benz also "tolerated", but in the global automotive market, Mercedes-Benz does not "disregard Audi", but the reality is Give Mercedes a heavy blow.

The data shows that in the first half of this year Audi sales reached 652,950 units, an increase of 17.7% year-on-year. Mercedes-Benz not only lags behind in sales, but also has the lowest year-on-year growth rate.

This achievement makes Mercedes-Benz very "shameful", since the hands of the smart brand, vigorously build smart also logical. This is a common sense that we all know. It is not easy to achieve rapid growth in the sales of hundreds of thousands or even millions of luxury cars. The car with more than ten million yuan is certainly the “impulse pioneer” for car companies.

However, Mercedes-Benz should also note that although Mercedes-Benz defines smart is: not only a means of transport, it also represents a distinctive way of life and attitude towards life, as well as social responsibility for energy conservation and environmental protection. However, in the Chinese market, cars such as smart cars are still the second, third or even fourth car of wealthy families and cannot be mainstreamed. Relying too much on smart to boost overall sales may make Mercedes be disappointed.