“the jade flowers fly in the middle of the night, and the green waves dance next year.
” Su Shi told us in “Hotan National Expo Happy Snow” that there will always be a periodic law in season.
standing at the freezing node in winter, we can foresee the next stage of spring blossoms.
At the Guangzhou Auto Show in November, we used to comfort the Autobots who had been busy all year with the warmth of morning tea.
It’s just that the voice under pressure this year is anxiously asking: when will the inner volume stop? Where is the way out? I forgot how many times I walked in the corridor of the Pazhou Canton Fair and accidentally caught a glimpse of the thought-provoking SLOGAN at the Mercedes-Benz booth, “Why is Mercedes-Benz, only Mercedes-Benz”, and I became interested– how will the car brand with the longest history and the most magnanimous demeanor deal with the situation of internal volume? “Why Mercedes-Benz, only Mercedes-Benz” originated from a question, how to make Mercedes-Benz become Mercedes-Benz, how to continue Mercedes-Benz? “at the brand level, we have made rich and varied attempts in the context of the new era and in the competitive environment, in order to better interpret the value of the brand.
” Zhang Yan, senior executive vice president of Beijing Mercedes-Benz sales and Service Co., Ltd., and chairman of the Mercedes-Benz Star wish Fund Management Committee.
Zhang Yan, senior executive vice president of Beijing Mercedes-Benz sales and Service Co., Ltd., chairman of the Mercedes-Benz Star wish Fund Management Committee, Mercedes-Benz left the answer to the time and industry exam with several key words.
Chinese Speed– who says that traditional car companies must be slow elephants to turn around? Mercedes-Benz is promoting the transformation with the agility of Chinese characteristics.
“resilient development”-when times change dramatically, it is necessary to maintain courage and core values with a resilient fighting spirit.
“Business and responsibility”– practice the brand value of harmony with the times and resonance with the society, adhering to the original intention of “never only business, but also public welfare”.
Mercedes-Benz is still the same Mercedes-Benz, elegant, calm, powerful and confident, adhering to itself in the process of transformation and promoting change in the process of persistence.
Therefore, the old weathered and eroded in the long river of time, the new reshaped glory on the steps of the years, after the ups and downs, only the brave who stick to their true self can bid farewell to the past, and the new journey sets sail.
“the name of Mercedes-Benz is a kind of speed.
” when it comes to playing with advanced stalks, I’m afraid Mercedes-Benz is at the top of the car circle.
From the slogan “Why Mercedes-Benz, only Mercedes-Benz” to the strength of “hardline cross-country VS insists on cross-country”, to the homophonic Terrier of “Oil and electricity and ZHI”, it always makes people ponder over it for a long time.
But in these advanced stalks, I have a hidden taste of “speed”.
After all, “the name of Mercedes-Benz is a kind of speed”.
You know, during the Mercedes-Benz Technology Innovation Day on the eve of the Guangzhou Auto Show, Mercedes-Benz used “leading safety”, “leading design” and “leading quality” to explain “why Mercedes-Benz”.
If the speed is not fast enough, how can we talk about leading? Products are our core and bright spot.
In terms of products, Mercedes-Benz insists on the two aspects of ‘homogeneity of oil and electricity’ and ‘same intelligence of oil and electricity’, “Zhang Yan explained to the media.
” If the “homogeneity of oil and electricity” shows us the “stability” of Mercedes-Benz, then “the same wisdom of oil and electricity” obviously shows us the “speed” of Mercedes-Benz, that is, the “Chinese speed” repeatedly emphasized by Zhang Yan.
At this year’s Guangzhou Auto Show the new car released by Mercedes-Benz is very intriguing.
The 2025 Mercedes-Benz GLC sedan SUV, which is officially upgraded to market, has been equipped with the same-class leading L2 + navigation-assisted driving system, which has the “Mercedes-Benz style” smart driving technology, and the ratio of intelligent driving / human driving is adjustable to prevent the system and people from grabbing the steering wheel.
The auto show also announced the launch of the new pure electric CLA in 2025, which will be equipped with the luxury brand’s first unmapped L2bike + smart driving program, with many functions such as main and auxiliary road switching, in and out of the roundabout, U-turn, unprotected turn, bypass game, toll station and many other functions, among which unprotected left turn and complex roundabout entry and exit are all difficult problems that even Tesla and the new power need to have a headache at present.
One of the hottest topics in the automotive industry in 2024 is still technology, one of the hottest topics in automotive technology is still smart driving, and the hottest category of smart driving is “end-to-end”.
On the other hand, Mercedes-Benz launched the non-graph L2bike + high-order smart car, which is based on the end-to-end model.
Therefore, in addition to the meaning of the new car itself, we can savor the surprise of “so fast, Mercedes-Benz has done end-to-end, and there is an advanced level of intelligent driving”.
At the same time, Mercedes-Benz is the first car brand in the world to obtain L3 and L4 ‘dual license’, and it is also the first batch of enterprises to open L3 and L4 road tests in Beijing.
” Zhang Yan continues to count Mercedes-Benz’s “first” and “take the lead”, giving Mercedes-Benz’s “Chinese speed” as an example.
So, how can Mercedes-Benz achieve “high-speed Mercedes-Benz in the technical dimension”? This is inseparable from the deep accumulation and strong strength of Mercedes-Benz in the field of intelligent driving, as well as the localization of research and development in China.
According to Zhang Yan, Mercedes-Benz has built the most comprehensive R & D network outside Germany around the “innovative twin engines” in Beijing and Shanghai– the Beijing R & D Technology Center focuses on electric travel and vehicle testing.
Shanghai R & D Center focuses on smart Internet, self-driving and software.
speed up scientific and technological innovation to bring a better understanding of China’s “oil and electricity” product experience with “Chinese speed”.
In China, our long-term solid investment has enabled us to have the ability of agile R & D in the Chinese market and be able to nurture global development.
” After summing up, Zhang Yan immediately gave an amazing quantitative example: “the L2 + navigation-assisted driving system developed by the Chinese team takes only 12 months from the start of the project to the landing.
” Resilient development long-term doctrine the greatest enemy of change is the rejection of change and excessive change.
How to balance the dialectical question of “change and immutability”? In the process of sticking to the “unchanged”, how to muster up the courage of tenacity? Mercedes-Benz has already had its own thinking.
In this era of change, ‘resilient development’ is highly valued, which means perseverance and uncompromising direction.
” From Zhang Yan’s words, it is not difficult to hear how much Mercedes-Benz values resilient development and long-term doctrine.
“the phased evaluation given to Mercedes-Benz also inspires us to continue to do better in this direction.
” It is true that cars are in a wave of change but they still have an immutable nature.
In digging deep into the link between the brand and the customer, we find that the same thing is that for securityEnergy, aesthetic design, comfort experience, quality craftsmanship and the expectation of intelligent technology that people pay more attention to now, and these are also the advantages that Mercedes-Benz has accumulated for a long time as a luxury car brand.
” Zhang Yan clings to the origin of users’ car demand.
The part of the change is that “great changes are taking place in the customer group itself and their understanding of luxury brands, ways and channels of access to information,” so Mercedes-Benz needs to re-examine brand building and achieve broader empathy and connection with customers through changes in brand narrative, rather than traditional one-way indoctrination of brand ideas.
After distinguishing between the underlying logic of “change” and “immutability”, Mercedes-Benz has a clearer direction on how to develop resiliently and adhere to long-term doctrine.
With its long-term advantages and systematic competitiveness in vehicle safety, manufacturing technology, driving experience, intelligent technology, luxury atmosphere, brand experience and emotional resonance, Mercedes-Benz can cope with market fluctuations more easily and achieve resilient development.
” Zhang Yan first attributed the resilient development potential of Mercedes-Benz to “people”.
Including all dealer partners, Mercedes-Benz employees from product research and development, production, marketing, customer service and other chains need to make joint efforts under the tremendous pressure of transformation.
The strong and United team and everyone’s fighting spirit constitute the foundation and strength for Mercedes-Benz to achieve resilient development.
Secondly, under the banner of long-term doctrine, the polishing of the “Mercedes-Benz standard” gives Mercedes-Benz the opportunity to establish and deepen irreplaceable ties with users in the current era of increasingly fierce competition and homogenization.
What is the Mercedes-Benz Standard? The product dimension is committed to creating products suitable for the market and fully meeting the needs of customers.
“the same wisdom of oil and electricity” makes Mercedes-Benz’s fuel models also become a leader in the industry in terms of intelligence.
“homogeneity of oil and electricity”.
The standard advantages and benchmarking accumulated by Mercedes-Benz over the past 138 years have been passed on to new energy models.
In the dimension of localization and value co-creation, Mercedes-Benz is optimistic about China and investing in China, and announced in September 2024 that it will invest more than 14 billion yuan in China with its partners.
In the channel dimension, Mercedes-Benz and dealers discuss and collude strategies to better deal with the change with a solid channel foundation.
Stacking technology and configuration are not difficult, but the difficulty is the matching and reliability between design, technology and functions as always.
it is not difficult to hold high the “end-to-end” and “no map” banner, but it is difficult to make the safety of the vehicle in the high-level intelligent driving scene, it’s still the same.
As far as Mercedes-Benz is concerned, the solution to these difficulties is 138 years of precipitation and accumulation, sincerity, awe and original intention of building cars.
Persevering in change and evolution in persistence is not only the vanguard of transformation, but also long-term doctrine, which is the right way for automobile development.
Pursue the truth and stick to yourself, “Mercedes-Benz is Mercedes-Benz because it is Mercedes-Benz.
” A friend joked with me like this during the auto show.
This is not a word game of tongue twisters.
Under the tide of transformation, it has become more and more commendable to pursue the truth, stick to the self and stick to the original mind.
Zhang Yan explained the uniqueness of Mercedes-Benz brand from three aspects and it is also the “self” that Mercedes-Benz insists on.
The first is to “create a brand expression beyond cars”, which broadens the connotation of the Mercedes-Benz brand.
From joining hands with Mr.
Cai Guoqiang, a famous international contemporary art master, to hold brand tour exhibitions such as science and technology art exhibitions, so that the audience can understand splendor under the romantic scene of fireworks.
to the next day of the night of “Peak making G”, we hand in hand with Moncler and fashion designer NIGO to present the PROJECT G-Class Past II Future art car, which is a hard off-road big G on one side and a fashion capsule big G on the other, interpreting a variety of artistic expressions.
This is followed by “presenting an unreplicable exclusive experience to customers”, consolidating the uniqueness of the Mercedes-Benz brand.
Including extensive sponsorship of various events including F1 China Grand Prix, China Open and Shanghai Tennis Masters.
many media friends have also participated in Mercedes-Benz brand self-built platform activities, such as ice and snow test driving, SUV journey, etc.
, “Zhang Yan said.
These exclusive experience activities create an opportunity to share products, technologies and brand ideas, and build deeper emotional connections with customers.
What is even more unique is the brand value of “practice and harmony of the times”, which will truly implement the “simultaneous commercial responsibility”.
From “the first batch of international car brands to start the journey of corporate social responsibility in China” to “the first international brand to carry out the protection of World Heritage sites in China”, Mercedes-Benz has reached deep cooperation with 15 World Heritage sites and 4 major national parks in the past 17 years.
Mercedes-Benz is also one of the first international brands to introduce the world’s leading children’s traffic safety project “safe Children’s Walk” to China, and it is the only international brand that has established a long-term public welfare partnership with the Palace Museum and Dunhuang Research Institute, two iconic Chinese cultural heritage.
I am honored to hear the comments made by many friends on us: the public welfare done by Mercedes-Benz is true public welfare.
” In response to the question that “both business and responsibility may not necessarily get the same return”, Zhang said, “Mercedes-Benz always adheres to the concept of sustainable development, which is not only reflected in our own business development and operation.
” it is also reflected in the practical practice of social responsibility as corporate citizens, which resonates with the long-term development of society as a whole and the long-term development of every individual in society.
” If an enterprise makes a profit in doing business, “take it from the people and use it for the people” will eventually give back to the society.
Over the past 17 years, Mercedes-Benz has invested more than 360 million yuan in public welfare, which has been put into practice by joint dealer partners, customers and media volunteers.
Unswervingly stick to your true colors and protect your true self.
Mercedes-Benz’s calmness, calmness and self-confidence are especially valuable at a time when it is easy to be disturbed by pressure.
And this kind of self-persistence will determine whether the car brands including Mercedes-Benz can have the last laugh from a long-term dimension.
May the wind be me, may the month be me, Regardless of what the world says I am, as long as I am my true self, walking out of the Pazhou Canton Fair pavilion, Chen Shuhua’s Cantonese song “be the Real me” is heard in my ear, and its Mandarin version is called “the Red Dust of laughter.
” That’s right.
Why Mercedes-Benz? Only Mercedes-Benz.
only by “ignoring what the world says I am” and firmly insisting on the long-term doctrine of “being the real me” can we “laugh at the inner roll and laugh at the world of mortals”.
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