The right choice for China marketUpdated: 2013-12-18 07:01
After years of rapid growth, Mercedes-Benz experienced a setback in China as its main competitors increased their lead in 2012.
To ensure sustainable development and keep Mercedes-Benz competitive in an increasingly challenging market, parent company Daimler AG made a series of big changes at the end of last year.
Hubertus Troska (left), member of management board at Daimler AG responsible for the company's operations in China, and Nicholas Speeks, CEO of Beijing Mercedes-Benz Sales Service Co, together at the launch of the new E-Class in Chengdu in 2013. [Photos Provided to China Daily]
Bringing rich experience and a proven record, Hubertus Troska was appointed new chairman and CEO of Daimler Greater China in this crucial period. He was also named to the newly created position as Daimler management board member responsible for China. The move highlighted Daimler's increased focus on the world's biggest auto market.
"With the new 'China' Board of Management position, we will ensure that all aspects of this dynamic market are dealt with directly in the Board of Management team and have the Chinese voice be heard in Stuttgart. We have found the right man for this task," said Dieter Zetsche, chairman of Daimler and head of Mercedes-Benz Cars.
In the ensuing year, Daimler hit several major milestones including the formation of the new integrated sales company Beijing Mercedes-Benz Sales Service Co, the 10th anniversary of its partnership with BAIC Motor and acquisition of 12 percent shares in BAIC, and Mercedes-Benz's first-ever engine plant outside Germany.
Daimler also celebrated 100 years in China in September, when Troska spoke about Daimler's presence with full confidence.
"Today we have a very strong footprint in China, being the only premium automotive brand that covers all automotive segments from passenger cars, vans and trucks to financial services and genuine spare parts.
The Mercedes-Benz stand at this year's Guangzhou auto show drew large crowds.
"China is our second home and together with our strong partners we have everything we need to pave the way forward for the next 100 years."
The most significant development in 2013 was the establishment of BMBS' operation that integrates the previous dual sales channels to facilitate efficiency and agility in business operations, said the company.