[Pacific Automobile Network Industry Channel] Recently, the latest strategic plan for Mercedes-Benz was released, including reshaping the product matrix, and more than 75% of the investment will be used to develop the most profitable market segments.
Mercedes-Benz plans to increase the sales share of high-end models by 2026 from 2019, reach a profit margin target of about 14% by the mid-year, achieve full pure electric by 2030, and achieve carbon neutrality in the new car product lineup by 2039. In the future, Mercedes-Benz will focus on three product matrices: "high-end luxury", "core luxury", and "new generation luxury".
"High-end luxury" matrix
Among them, the "high-end luxury" product lineup includes all models of Mercedes-AMG and Mercedes-Maybach brand; high-end models of the Mercedes-EQ brand, including EQS and EQS pure electric SUV; Mercedes-Benz S-Class sedan , G-Class and GLS SUV; limited edition models and selected crossover models.
electrification will cover all product sequences, and G-class off-road vehicle is no exception. The G-class pure electric off-road vehicle will become the first Mercedes-Benz model to be optionally equipped with the top battery cell chemistry technology provided by Sila Nano Battery Materials. In addition, plans to further expand the G-class car product family are also under evaluation.
Mercedes-Benz will also expand on more limited edition and selected crossover models. The top of the related product matrix includes the new Mercedes-Maybach S-Class sedan limited edition designed by designer Virgil Abloh, which will be available in limited editions of 150 units worldwide.
Mercedes-Benz is planning to launch more exclusive collections of the Maybach brand. Mercedes-Benz also announced a new project to create a super exclusive collection of cars, named "MYTHOS Series" and will be sold in a limited edition manner.
"Core Luxury" matrix
"Core Luxury" represents the backbone of the brand, covering the Mercedes-Benz C-Class and E-Class and their derivative models, carrying the highest sales contribution to the brand. Through the core luxury product matrix, the company plans to speed up the electrification process and fully unleash the potential of the medium and large pure electric vehicle architecture platform EVA2 (models include the new EQE and the new EQE pure electric SUV) and the subsequent MB.EA model architecture platform.
The new Mercedes-Benz E-Class, which is scheduled to be launched next year, will lead the future trend of this product matrix. In addition, the "core luxury" models will continue to be enriched, adding a new model built on the EVA2, a medium and large pure electric model architecture platform, designed specifically for the Chinese market.
"New Generation Luxury" matrix
Mercedes-Benz will redefine the entry-level standards of the new generation of models through the next generation of models. In the "new generation luxury" product matrix, Mercedes-Benz has reduced 7 models to 4. For example, the 2024 new MB.OS Mercedes-Benz operating system will be launched on the next generation of new generation models Modular Architecture (MMA) platform. At the same time, the first model created based on this platform will represent the future development direction of the "new generation of luxury" products.
At the same time, Mercedes-Benz is focusing on optimizing physical sales scenarios, with prominent examples including: the Dubai AMG City Brand Center, which will officially open in December 2021, and the Lijing Maybach Brand Center, which will open in Shanghai within a few months.
(text: Pacific Automobile Network Yayong)
