Mercedes-Benz will open a museum in Beijing, China to showcase the brand’s heritage. The plan is part of Mercedes’ bid to fight the weakening sales in the country. The museum will be the first to be opened by a foreign luxury carmaker in China. It follows a series of efforts by Mercedes to boost its sales in the country, after naming an executive focused on the Chinese market and agreeing to acquire a stake in its local partner.
LBBW analyst Frank Biller remarked that Mercedes-parent Daimler is “looking at new ways to more frequently interact” with the customer and get them excited about its luxury brand, noting that the new museum is “certainly a way to support that."
Most German carmakers like Mercedes, Porsche and BMW have museums in their home market to showcase brands – a move that according to experts can boost their appeal among potential buyers. A Daimler spokesman remarked that Chinese consumers are “extremely brand conscious,” valuing those names that can “display a rich tradition and long history." Mercedes currently lags behind Audi and BMW in sales in China. [source: Daimler]