TU-TESL

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In the past five years, the R & D and application of new energy technologies such as hybrid, pure electricity, hydrogen, methanol, etc. in China's automobile industry have been rapidly changed. With the emergence of new power car manufacturers, China has become the "hotbed" of the world's largest and latest development of new energy automobile industry. In the face of such momentum, joint venture brands and brands have successively landed on the products and targets of new energy strategic transformation. In November 2019, the landing of pure electric products in the new stage represented by and symbolized that international luxury brands have entered China's new energy market, making the already colorful pure electric vehicle market more brilliant. Luxury brand can influence the change as the inventor of automobile, Mercedes Benz is shining three stars in the "battlefield" of many brands at every historical moment, how can the "chasing deer" of new energy lack it. At the launch of the new Mercedes Benz EQC pure electric SUV, Yang Ming, President and chief executive officer of Beijing Mercedes Benz Sales Service Co., Ltd., once said: "the electrification of Mercedes Benz is not the change of simple driving mode, but the presentation of luxury travel mode. The journey of a thousand miles begins with a single step, and electric Benz has since." China's new energy vehicle market is not only the world's largest new energy vehicle market, but also the most competitive market. Only if we succeed in China can we stand in the world. And it can pass the national new energy access review once and for all, which symbolizes the recognition of the rapid development and complete market system. Zhang Yan, senior executive vice president of Beijing Mercedes Benz Sales Service Co., Ltd., excitedly said at the listing conference that "EQC is the inheritance and embodiment of Mercedes Benz's Century old manufacturing process, and also the latest achievement of intelligent production." Kang Songlin, head of Mercedes Benz, thinks that EQC's domestic production has a great influence on the competitive pattern of the electric luxury car market, and its arrival has opened a new stage of the electric luxury car. When the domestic passenger car market index has been declining, luxury brands rely on more people-friendly prices and rigid demand for consumption upgrading, and the sales volume goes up against the trend, which determines the pattern of continuous high luxury segment market. In fact, compared with the luxury fuel vehicle market, the "electric arena" that Mercedes Benz is trying its best to enter is challenging from service to consumer demand, especially from low to high product level. As we all know, in the initial stage of increasing environmental protection expenditure, China's electric vehicle products tend to suffer from the dilemma of low endurance, poor quality and charging service. With the introduction of relevant national policies and the decline of double points and new energy subsidies, the industry has emerged the situation of survival of the fittest and rapid improvement of product technology. The vast majority of automobile enterprises are still from the perspective of environmental protection and improving the quality of electric vehicles. , and so on have launched intelligent electric vehicle products, which not only greatly improve the endurance capacity, but also make consumers take a new look in the intelligent and service system. This can't help but Challenger the traditional 4S store service mode, and consumers in the choice of electric vehicles vision also went to a higher level. It has also gradually led to the decline of electric vehicle sales. Since June this year, the insurance volume of new energy vehicles has been in a state of decline. Since the country's purchase of new energy vehicles, individual consumers' purchase desire for new energy vehicles has rapidly decreased. In October this year, the amount of new energy passenger vehicles insured was 49200, down 18.2% month on month, down 34.5% year on year. The continuous decline in the amount of insured vehicles has affected the overall trend of the amount of insured vehicles. In such an environment, Mercedes Benz, Audi and the same start the electric competition of luxury brands, so, as the car inventor, what is the advantage of Mercedes Benz to dare to "launch" to face the challenge? First of all, luxury. Remember that at the launch conference of EQC, Zhang Yan, senior executive vice president of Beijing Mercedes Benz Sales Service Co., Ltd., said to EQC, "EQC is the same Benz as ever, and it is also the Benz that continues to build." These two sentences cover two meanings. First of all, luxury is Mercedes Benz, which is an indisputable fact. Secondly, it's electric. EQC, as the first pure electric mass production model of Benz, has a strong influence in the history of Benz. The luxury of EQC is reflected in strict manufacturing standards and the attitude of keeping improving. EQC is more rigorous in terms of R & D, production and quality compared with fuel vehicles. It has strictly implemented the global unified manufacturing standards of Benz. EQC has experienced more than 4.5 million kilometers of road test, and has completed at least 250000 kilometers of road test in China, including the worst climate test in China, such as the test of minus 40 degrees in Heihe River. Although EQC pays more attention to environmental protection and economy, the product itself is not separated from Mercedes Benz's "luxury". For example, "ring of time and space" daytime running light belt, double 10.25 inch HD display, 64 color ambient lighting system with 10 atmosphere themes, and mbux intelligent human-computer interaction system. In addition, EQC is equipped with the most advanced intelligent driving assistance system of Mercedes Benz, which is comparable to the S-class car. In terms of power, each front and rear axle is equipped with an asynchronous motor, with a maximum output power of 300 kW, peak torque of 730 nm, acceleration time of 0-100 km / h of 5.2 seconds. In terms of hardware, EQC combines luxury with strength. In terms of software, Mercedes Benz's efforts to carry forward the past and open up the future have absorbed many new forces in car building, so that a perfect closed loop has been created in the service system. For example, in terms of charging service, EQC's five-star service provides the new force of car building with the active charging mode based on the concept of eliminating the owner's time, including charge star Butler, charge star accompanying, charge star escort, charge star assistant and charge star post station, which integrates the online and offline full service links. In Mercedes Benz's words, under the "Mercedes me charging" service system, it covers almost all electric vehicle use scenarios, including smart charging wall box for home use, charging service for generation of customers in public and urban hot spots, charging service for road rescue and exclusive use of Mercedes Benz, aiming to bring users a comprehensive worry free experience. At the same time, in terms of public charging, Mercedes Benz's charging service in the future will cover more than 90% of the public charging piles in 300 cities across the country, and can accurately display the status of nearly 150000 charging piles in real time, including more than 50000 DC charging piles. In terms of charging range that users are most concerned about, Mercedes Benz combines the scene requirements of active charging service and passive charging. In fact, at the launch conference of EQC, Duan Jianjun, chief marketing officer of sales and marketing of Beijing Mercedes Benz Sales Service Co., Ltd., was very excited about the demand for such a closed car scene. This emotion contains two meanings. First of all, it is moved that traditional luxury brands can enter the new energy market competition and independently establish online and offline service closed circle. Secondly, compared with the new forces of car building, traditional automobile brands, especially luxury brands, have advantages in the establishment of dealer outlets. At the launch conference of EQC, Duan Jianjun said that if Mercedes Benz had seen the transformation of the automobile industry from another perspective, in addition to product research and development, the marketing and service concepts would be allocated to each terminal tentacle finally. According to the information released by the former CEO of Mercedes Benz Zetsche at the beginning of the year, EQC's global orders have been sold out. As the main market of new energy vehicles, China's market share should be very high. The rapid implementation of Mercedes Benz's service layout is just to cope with the situation after the delivery of EQC. The latest financial policy supports EQC 2019. Chinese luxury brands present the characteristics of consumption upgrading. Through a variety of financial policies, luxury cars are affordable for ordinary people. In the face of the new energy market, Mercedes Benz recently launched the latest car purchase financial program, which greatly attracted consumers who want to buy luxury electric vehicles. When buying a car before March 31, in addition to enjoying up to RMB 16000 from the state, Mercedes Benz brand owners (including mercedes-maybach S-class cars and AMG models / smart / V-Class cars / witting / Viano passenger cars) and their immediate relatives (spouse / parents / children) can enjoy up to RMB 15000 / set of insurance support. In case of replacement of new cars, other brand replacement customers can enjoy up to 3000 yuan / set of insurance expense. In addition, it also has a low down payment of - 15% for ultra-low down payment, zero purchase tax; high quality - Mercedes Benz official guarantee vehicle value is about 50% higher; Sanzhixuan - 2 or 3 years later, you can choose to buy (pay the guarantee value and own the existing car), replace (pay the down payment of the new car with the guarantee value of the existing car), or return (the manufacturer repurchases the car with the guarantee value); flexible monthly payment - choose the driving mileage, driving amount and payment amount each year; Service installment - multiple value-added services, free choice, installment together; entertaining regular customers - Mercedes Benz finance / leasing has more preferential programs. The quality of the terminal will depend on whether the strategy of brand and product is established. In the era of 250 million car ownership in China, the product orientation is not enough to impress consumers' decision to purchase cars in the flowery car market, especially the competition of luxury brands. In fact, the core of the competition is the quality of service. On the "electric road", Mercedes Benz charging service loop is a complete system, which is the foundation In the "c.a.s.e" strategy, the integrated embodiment of connected, autonomous, shared and electric.