Mercedes-Benz to turn around its Chinese operations to catch Bmw, Audi

Article by Christian A., on January 17, 2013

Mercedes-Benz has to turn around its Chinese operations to get a chance to catch up with BMW and Audi, according to Daimler CEO Dieter Zetsche. He added that the company is already working to “fix China.” Without revealing too many details, Zetsche said that Daimler has entered talks with regards to the role that it will take in a potential initial public offering by Chinese partner Beijing Automotive Group Co.

Zetsche denied a media report last week. He said that there have been no talks yet with China's sovereign-wealth fund to purchase a stake in the automaker. Zetsche has pledged that before the decade ends, it will already be able to get back the No. 1 spot that it lost to BMW in 2005. Audi, which is presently ranked second in global luxury sales since 2011, is aiming for the same goal.

In 2012, Mercedes’ sales fell further behind BMW and Audi as it had a slower growth in China compared to its two primary rivals. Hubertus Troska has been appointed to Daimler’s board. He is tasked to be responsible for China. Daimler is also merging separate sales organizations in the country for imported and locally produced cars into just one entity.

At the Detroit Auto Show last Monday, Zetsche said that the company has to give a chance to “new people.” He also said that due to these new products, Daimler will be able to gain momentum. At the Detroit show, Daimler displayed a refreshed E-class sedan and will introduce an overhauled version of the flagship S-class sedan later in 2013.

Mercedes-Benz E-Class is now in the market with two different front ends. For the first, the E-Class has an ELEGANCE option or an AVANTGARDE option, both with different features. The ELEGANCE option lives up to its name with the Saloon grille, 3-louvre look and Mercedes-Benz star on the bonnet. It’s classy, classic and premium. The AVANTGARDE option goes for a more sports-style finish with a central star.

New head lights have been fitted and come together with a single headlamp lens. LED technology is the foundation of the lamps and it is the first time that all classes of this car use this type of full LED technology.

Because of the enhanced side view and redesigned trim, the E-Class looks longer, classier and roomier. It also makes this premium brand car seem nimble and efficient.

The features of the Mercedes-Benz E-Class cars are not just limited to the external design. From a performance perspective, the powerful petrol and diesel engines are all set up to support ECO start/stop function. Using the existing Mercedes-Benz six cylinder engine technology, the car also features the BlueDIRECT four-cylinder petrol engines in the E 200 and E 250.

E250 four-cylinder engine is actually so advanced, that it even complies with efficiency class A criteria and both four-cylinder engines comply with EU6 standards. Also remarkable are the advanced six-cylinder engines in the E 300 and E 400 which feature a biturbo drive. On the V8 front, the E500 also leverages advanced technology and similarly achieves new heights.

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