AutoBeta(AutoBeta.net)08/09 Report--

On August 8, on the 15th anniversary of the founding of Beijing Mercedes-Benz, Beijing Mercedes-Benz announced that its 3 millionth vehicle would be off the line, the Shunyi plant of Beijing Mercedes-Benz, which mainly produces new energy models, and the new long-wheelbase E-class. Data show that Beijing Mercedes-Benz Automobile Co., Ltd. (referred to as Beijing Mercedes-Benz) is a joint venture established by Beijing Automobile Co., Ltd. and Daimler Greater China Investment Co., Ltd. on August 8, 2005. at present, the models in production include long wheelbase A-class cars, long wheelbase and standard wheelbase C-class cars, long wheelbase E-class cars, GLA SUV, GLB SUV, long wheelbase GLC SUV and so on.

Looking back on the development of Beijing Mercedes-Benz over the past 15 years, with the gradual improvement of the product camp, its sales are also on the rise. According to the data, the sales of Beijing Mercedes-Benz from 2015 to 2019 were 250188, 317069, 422558, 485006 and 567306 respectively, up 71.99%, 26.73%, 33.27%, 14.78% and 16.97% respectively. Beijing Mercedes-Benz sold 60,321 vehicles in the first half of 2020, up 33.7% from a year earlier.

In the context of a substantial increase in sales, Beijing Mercedes-Benz has been called the "profit cow" of Beijing Automobile by the outside world. According to the financial report, the operating income of Beijing Automobile increased by 14.95% to 174.633 billion yuan in 2019, the net profit of shareholders belonging to listed companies fell by 7.83% to 4.083 billion yuan, and gross profit increased by 1.3% to 37.487 billion. Of this total, Beijing Mercedes-Benz's operating income increased 14.6 per cent to 155.154 billion yuan, accounting for 88 per cent of Beijing Automobile's operating income.

It is worth mentioning that Mercedes-Benz, which has left a deep impression on consumers with its luxury and high-end, has also fallen into an awkward situation because of frequent recalls. Since January 10, Beijing Mercedes-Benz has begun recalls one after another because of various quality problems. So far, it has conducted a total of seven recalls, including several recalls due to low-level errors, such as incorrect installation of airbag warning labels, embossed wrong child protective lock labels, incorrect brakes installed on the front axle, and so on. In addition, the biggest recall was on June 29, when Beijing Mercedes-Benz filed a recall with the State Administration of Market Supervision and Administration of 620369 vehicles, including C-Class, E-Class, GLK-Class and GLC SUV, due to potential oil leakage in its engine.

Mercedes-Benz has an absolute say in the domestic luxury car market, leading brilliance BMW and FAW-Volkswagen Audi in sales, but Beijing Mercedes-Benz has performed as well as others in ongoing defects and recalls. Of course, many netizens think that compared with domestic models, Beijing Mercedes-Benz reflects the responsible attitude of the brand to consumers in its active recall. I have to admit that there is some truth in this view, but it is somewhat reluctant to put it on Beijing Mercedes-Benz. The number of recalls has even exceeded the sales volume of the whole year, which does not reflect the attitude of being responsible to consumers, but should have many problems in the quality of its products. There is an urgent need to strengthen the production link, improve the process level and quality standards.

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