Daimler wants to end rebates on Mercedes-Benz units in China

Article by Anita Panait, on December 15, 2013

Daimler is working on terminating rebates on its Mercedes-Benz vehicles in China while trying to match the growth of its rivals in the luxury segment in 2014. Hubertus Troska, head of Daimler's operations in China, remarked that they are not aiming for volume at any price. "We're first tackling the positioning of the E and C class," he said, adding that the success of Mercedes-Benz in China "doesn't depend on the sales volume of 2014."

Daimler named Troska a year ago to fix its Chinese business, which was hindered by separate distribution structures for locally produced and imported Mercedes cars. Daimler has already merged the two sales operations and has strengthened its relationship with partner Beijing Automotive Group Co. by acquiring a 12 percent stake in the latter's BAIC Motor carmaking unit.

An improvement in its operations in China is crucial for the goal of Daimler chief executive Dieter Zetsche goal to exceed BMW Group and Audi in global sales of luxury vehicles by the end of the decade. Troska expects the Chinese car market, particularly the luxury segment, to gain over 10 percent in 2014, adding that they "want to grab our share of that."

Mercedes' sales in China this year are recovering following a 47-percent drop in February 2013. Its deliveries in the first 11 months of 2013 in China surged 10 percent to 194,500 -- which is still far behind BMW's 328,800 vehicles (20-percent gain), and Audi's 443,700 units (20 percent).

Mercedes managed to recover later in the year thanks to a revamped E class and a new version of the flagship S class. Troska reiterated a target to hike annual deliveries in China to 300,000 by 2015, with locally built vehicles accounting for two-thirds of the number.

If you liked the article, share on:

Comments

Recommended

November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
All is set for Volkswagen’s plans to enter the electric vehicle game, as prompted by the so-called Dieselgate scandal. In fact, the German carmaker has already made a commitment to...
by - November 17, 2017
As BMW has already revealed, the next generation of the BMW M5 (F90) is a four-wheel drive high-performance sedan with overwhelming power output and torque at its disposal. However, it...
by - November 17, 2017
McLaren unveiled a one-off Gold - on - Black 720S at the 2017 Dubai Motor Show which will be on display throughout the entire stretch of this week’s event. The...
by - November 16, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries