Carmaker will release new models in 2017

In a drive to sustain its development momentum and better meet surging demands from Chinese customers, German automaker Mercedes-Benz is set to introduce more than 10 new models this year, said Duan Jianjun, executive vice-president, responsible for sales & marketing at Beijing Mercedes-Benz Sales Service.

In the meantime, the company has resolved to carry forward its "untiring spirit in pursuit of the best" brand identity, along with the new product Offensives, aiming to resonate with more of its customers in China.

The company said its "brand claim" is derived from renowned remarks from Qu Yuan, an ancient patriotic Chinese poet from over 2,000 years ago. Duan sees the phrase as one of the cornerstones and driving forces supporting the company's success in recent years.

Last year, 16 of the premium carmaker's models gained an overwhelming market response and further narrowed the gap between Mercedes-Benz and its close competitors.

"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," said Duan.

Energized by the brand claim, the company's rich product offering resulted in an impressive outcome last year. Year-on-year the company sold 59 percent more compact cars and saw a 40 percent surge in SUVs, taking up 46 percent of its annual sales last year.

The brand's flagship model, the S-Class, retains the leadership position in the segment.

The C-Class, another star of the automaker's sedan portfolio, saw sales in 2016 total more than 100,000 vehicles for the first time, with a 37 percent year-on-year increase.

Mercedes-Benz' smart brand witnessed its 100,000th vehicle sale in China since market introduction, with a sales increase of over 60 percent in 2016.

The all-new E-Class, which the company calls its "Masterpiece of Intelligence", set a new benchmark in the premium executive sedan segment, with its innovative design and state-of-the-art intelligent-drive technologies. Since being introduced to the market, the product has received overwhelming feedback from the market, according to the company.

Duan said the company's triptile sales structure, with the C-Class segment selling better than the S-Class and the E-Class in the center, was first established in 2016, indicating its increasingly stable and healthy business in China.

Besides initiatives such as the Mercedes me Sanlitun experience center in Beijing, which places the brand within easier reach of potential customers, the company has also launched a program called "She's Mercedes" in China last year, aiming to attract more female customers to a broad spectrum of event occasions.

Among other endeavors, the company has continued its commitment to supporting cultural and arts development in China.

Last December, the automaker extended the naming rights of the Mercedes-Benz Arena stadium in Shanghai until 2025.

The company was also one of the first strategic partners of the National Center of the Performing Arts when it was first established, a partnership which the company reconfirmed two weeks ago.

"That means we will continue to contribute to China's cultural prosperity," said Duan.

(China Daily 01/24/2017 page15)