Mercedes-Benz's cooperation with Changzhi Commercial Vehicle in China is more pragmatic
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Mercedes-Benz's North Asia headquarters moved from Beijing Liangmahe Building to Block B, Lijingxing Plaza, Wangjing. Currently, it has been working normally. On August 7, Daimler and Futian signed the Letter of Intent for Cooperation, and both parties agreed to set up a joint venture company with a stock ratio of 50:50. Although it is the same as that before the Mercedes-Benz joint venture company in China, in the joint venture company, the foreign party abandoned its own brand, which is considered by many people in the industry as a breakthrough in China's heavy truck joint venture.
The same two events that took place in August this year are not purely coincidental to many people. This means that Mercedes-Benz began to actively adjust its development strategy in China. An industry expert told reporters: "After China has experienced several joint venture failures, Mercedes-Benz should be smart after eating a few miles."
Defeated commercial vehicle
In the past more than 20 years, Mercedes-Benz has not found a successful model of joint ventures and cooperation in China. In the 1990s, the North Mercedes-Benz introduced technology to produce Mercedes-Benz heavy trucks and the cooperation between the two parties expired in 2003. Due to far from market expectations, Mercedes-Benz stopped cooperation with the North Mercedes-Benz. It is worth noting that, after breaking up with Mercedes-Benz, the North Mercedes-Benz has adjusted and its sales volume has soared. Last year, the North Mercedes-Benz heavy truck sales reached 15,000, nearly 30 times that of Mercedes-Benz. This phenomenon made Mercedes unanticipated.
In the field of passenger vehicles, in March 1997, Jiangsu Yaxing Group and Dai-ke (the parent company of Mercedes-Benz) contributed 50% each and established Yaxing-Benz Bus Company. This is Mercedes-Benz's first joint venture in China. Last year, Yaxing Mercedes disintegrated. “Not to mention that the demand for high-end passenger cars in China’s auto market is very small, that is, the Chinese side suggests that the German side improve the products according to the Chinese market, and the stubborn Germans also slow down, resulting in the loss of customers.†A person close to Yaxing Mercedes told reporters .
At Yaxing Mercedes, the management style of German managers has been questioned. “A joint venture in China, where the minister of marketing has long been held by the Germans, and how does China not understand China's national conditions? How can it be done well? Chinese bus companies have a unique way of doing business. Mercedes-Benz always wants to follow its own methods in Europe. Operation obviously does not work,†said an industry expert when he analyzed the failure of the Yasmine Mercedes-Benz project. The result of a joint venture for 10 years is that Yaxing Mercedes has not only failed to do a good job, but has also caused Yaxing, the leader of China's bus industry, to plummet.
The development of Mercedes-Benz in China is quite a result of repeated defeats and repeated defeats. Afterwards, Mercedes-Benz also negotiated a joint venture with FAW, and then discussed the issue of private placement with Futian. Finally, nothing was left. An industry expert believes that stubborn Mercedes-Benz is not sincere in its cooperation in China. Considering its own interests and ignoring the development of the joint venture company is the main reason for its joint venture with Chinese commercial vehicle companies.
Lost car
The persistence of Germans is also reflected in the field of cars. Several domestic Mercedes-Benz cars did not "run" in China and faltered.
Beijing-based BBDC is a Mercedes-Benz joint venture in China that produces Mercedes-Benz E-Class and C-Class sedans. Taking the position of former Dai Ke in the world automobile industry and Beiqi's regional and resource advantages, the development of BBDC should be smooth, but this is not the case. Last year, domestic Mercedes-Benz E-class sales of only 6,800 vehicles, sales of Audi A6 at the same level that year nearly 80,000, domestic sales of BMW 5 Series also exceeded 20,000. An important reason for the poor performance of the domestic Mercedes-Benz E-Class was that it did not play the advantage of the joint venture company's familiarity with the market. On the other hand, Mercedes-Benz has overestimated the gold content of the brand, and has always had the idea of ​​wine not afraid of alley. At present, Audi and BMW have obvious advantages in China's premium car market. Mercedes-Benz's practices in marketing and public relations are no longer suitable for the current situation.
An executive from BBDC once revealed that Mercedes-Benz is focusing on product promotion and ignoring brand building of joint ventures. Paying attention to the profit brought by the brand effect and ignoring its own cultural connotation is the lesson of the Beijing Mercedes-Benz project. Analysis of the industry pointed out that the main problem of BBDC is that Mercedes-Benz should change its business philosophy.
According to a person close to BBDC, although the domestic Mercedes-Benz E-class sales are not satisfactory, Mercedes-Benz originally did not intend to introduce the best-selling C-Class sedan into China. In the end, the hard-line attitude of Xu Heyi, chairman of BAIC Holdings, conspires to Mercedes-Benz. Recently, the C-Class sedan C-Class C200K standard car was listed on the localization of the C-Class sedan. The domestic-made Mercedes-Benz C-Class formed a complete series of five models including the C200K, C230 and C280. The BBDC places great hopes on the domestic Mercedes-Benz C-Class.
Mercedes-Benz transition
As Daimler and Foton Motor signed the "Letter of Cooperation," Mercedes-Benz's Chinese thinking began to shift from stubborn to pragmatic.
According to the agreement, the joint venture company formed by the two parties will produce OM457 heavy truck engines with the emissions of Futian Auman Medium Duty Trucks and Daimler's licenses reaching Euro V standards and a power of 338 kW. Among the joint ventures, Foton products will use Futian Auman's own brand, and Daimler will provide global sales network support for Futian to enter the international market.
A vice president of Foton Motor told the reporter when he talked about the cooperation between the two parties: “If the time turns, some of the conventions in this letter of intent seem impossible to achieve. Mercedes-Benz’s development in China has not been smooth and has suffered from public opinion. Although the two sides have continued to negotiate for many details, from a current point of view, Mercedes-Benz's attitude towards joint ventures and cooperation with Chinese companies has indeed changed."
In June this year, after BAIC Motor's executives were adjusted, Beiqi and Daimler set about adjusting the board of directors. At Beiqi's proposal, the BBDC board member was changed from 10 to 6. At present, there are no Chrysler personnel on the new board. After further fulfilling the relationship between the parties, the future development of BBDC is gradually clear. The Mercedes-Benz transition should also be reflected in the BBDC.