Interview with Mercedes-Benz CEO Ni Hao

The Shanghai-based Mercedes-Benz launched a new s-listed eve of the evening for China Netcom, President and CEO of Beijing-based Mercedes-Benz Sales Services Co., Ltd., and interviewed him. He felt Mercedes-Benz's highly pragmatic attitude in one-hour communication. Humorously said: "With the famous Chinese leader Mr. Deng Xiaoping's famous saying, whether it is a black cat or a white cat, a cat that catches a mouse is a good cat." Everything is good for Mercedes-Benz's development. No matter how difficult it is, we will try to do it.

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The following is the interview content:

Question: What is the expected market share of the new S-Class sedan? In addition, I just recently interviewed the CEO of BMW China. He said that BMW's market share in luxury cars is not less than 20%. What is the target for Mercedes-Benz?

Ni Hao: The new S-Class sedan has just appeared in the Chinese market. It is too early to talk about the market share of S-Class vehicles. The new S-Class we launched in China comes in three models: the S 400 L sedan, the S 400 L hybrid, and the S 500 L sedan. Next we will continue to introduce the S 63 AMG, S 600 and more. In the early stages of the launch of these products, our sales will have a significant increase. Therefore, we are very confident about the market performance of the S-class sedan and there is no doubt that the S-class sedan is dominant in the same-class market. In the past, the Mercedes-Benz S-Class occupied more than 40% of the three brands in the German market, and China has become Mercedes-Benz's world's largest S-class market for five consecutive years.

Regarding the question of the proportion of the luxury market that you mentioned just now, I think we must first look at how we define the luxury car market. In China, the growth rate of luxury cars is generally greater than the average growth rate of the entire automotive market. As for the market share of all models in the luxury car market, it is difficult to compare the numbers because the definition and definition of the luxury car market itself are not the same. For Mercedes-Benz in the Chinese market, our mission, challenges and determination are to lead the market. Our goals have never changed.

Question: At the Chengdu auto show more than a month ago, Mercedes-Benz's new-generation E-Class was put on the market. One month later, what is the current performance of this car? Recently I saw the latest BMW 5 Series just released, and also held a grand press conference to show their confidence and determination in this segment of the market. Are you wondering if this is because of the impact of the E-Class listing? Are you worried that sales of E-Class cars will be affected?

Ni Hao: Three weeks ago, we launched a new generation of E-Class sedan and a new generation of E-Class sports sedan at the Chengdu Auto Show. It can be said that the performance of the new generation of E-Class vehicles and the repercussions obtained in the market have fully met our expectations, and they have also received very enthusiastic response and praise from customers and the media. In such a fiercely competitive market segment, it is not surprising that competitors have introduced corresponding models. What we want to emphasize is that the new generation of E-Class vehicles can meet all aspects of customer needs and bring more added value to customers. For example, with the new generation of E-Class vehicles, we have pioneered many cutting-edge high-performance technologies in the entire market segment, including: 360-degree panoramic vision cameras; high-performance full-LED headlamps with various intelligent auxiliary functions, not only significantly Enhance lighting effects and further enhance driving safety; and a very high-tech intelligent driving system, including a limited-length control assistance system, which can basically achieve semi-autonomous driving following the preceding vehicle; and preventive safety system braking function can effectively avoid The collision of vehicles and pedestrians across the street, and so on. At the same time, we also provide panoramic sunroof and rear electric sunshades in the new generation of E-Class vehicles, highlighting our concern for the comfort of the rear row. The advantages and positioning of this car far exceeds the previous generation. I am satisfied with the performance of the new generation of E-Class vehicles. Next, we will work harder to ensure that the good momentum of the new E-Class will continue.

Question: We know that the new S-Class is a global listing meeting held in Germany in May. We have already learned many technologies and features that we have not seen before. So what are the new S-Class cars introduced in China? Different from other market technologies and characteristics?

Ni Hao: The new S-Class is equipped with numerous cutting-edge technologies and is the first Mercedes-Benz model developed on the basis of the long wheelbase version, which fully demonstrates our sincerity in meeting the needs of Chinese consumers.

The new S-Class has a very comprehensive and efficient cutting-edge technology. It is the world's first car that does not use light bulbs. The entire car uses more than 500 LEDs, which reduces energy consumption by 75% compared to traditional headlights. At the same time, the smart driving system of the new S-Class sedans significantly improves driving safety: For example, the limited-distance control system can basically achieve following-the-front semi-automatic driving; the preventive safety system braking function can detect pedestrians and vehicles crossing the road and start autonomous braking to avoid collision. The night vision assistance system can also detect pedestrians or animals that appear in front of the traffic, alert the driver on the dashboard, and flash the lights to remind pedestrians in front of them.

In the rear space, we have the largest rear seat in the same class, with a maximum tilt of 43.5 degrees to the back. With the hot stone massage function on the seat, customers can relax in the back comfortable. Customers enjoy first class land. The top-notch Burmester surround sound system and the world's first fragrance spray also bring a unique and exclusive experience that allows you to enjoy the comfort of your ride while bringing the luxurious experience from sight, hearing, taste and body feeling to New realm.

Question: Mr. Duan Jianjun joined BMW from BMW and replaced Hao Bo's position in China. What do you expect from Mr. Duan?

Ni Hao: First of all, I would like to say that Mr. Hao Bo has made great contributions to Mercedes-Benz’s brand image in China, company building, and overall development during the past six years. His work has been very successful and his efforts have enabled Mercedes-Benz to have such a good foundation for development in China. Well, during the past eight months, our management has undergone many changes, including me (Ni Lan) and Mr. Tang Shikai are new faces to the Chinese market. And in the past eight months, the new company has been able to develop from a relatively difficult starting point to today, and it is also inseparable from Mr. Hao Bo's efforts and help. After six years, his personal career development is also time to move to the next stage. He will hold executive positions within the Daimler Group, and his responsibilities will be more extensive than current marketing, which is also the Group fully realizes. His decisions based on contributions and talents over the past six years. For his successor, I and Mr. Tang Shikai believe that this person must fully understand the Chinese market, can help us listen to more voices in the Chinese market, and can deal with Chinese customers and partners more deeply and thoroughly. For China's luxury car market, successors must have corresponding experience, both wholesale and retail. Regarding the successors of this post, we also talked with many people and found Mr. Duan Jianjun as the most suitable candidate. And precisely at this time, Mr. Duan is also looking for the next opportunity for his career development. Therefore, he will succeed Mr. Hao Bo to help me and the company as a whole, and on the basis of the existing, face our future opportunities together. Challenge, so, I am very happy to join Mr. Duan.

Question: Will such plans and strategies for introducing talent from competitors be continued in the future?

Ni Kuang: First of all, I would like to say that whether it is Chinese local or foreign talents, whether it is talents introduced inside or outside our company, our goal is to make each position the best and most suitable person. Here I would like to share our talent strategy. This strategy consists of the following aspects: First, we will continue to focus on internal training. Our Mercedes team in China is a relatively young team. Therefore, we also have many training programs for internal employees, including the possibility of sending them to overseas markets to bring back more international market experience. On the other hand, we also try our best to allow foreign colleagues to work in China so that they can understand China, whether it is sales, R&D or product management, so that they can bring back their understanding of the Chinese market and the feedback they receive back to the German headquarters. This will better enable the headquarters to support our work in China. In the third area, certain positions, especially senior executives, do not always have internal personnel to take over when we need talented people. In such circumstances, we do not rule out the introduction of some outstanding talent from the outside. With the development of the company, many of our positions, especially senior management positions, require Chinese people who have a full understanding of the Chinese market. I have always believed that Mercedes-Benz must conduct business in China and must have the participation and assistance of more local talent.

Question: Mercedes-Benz announced an investment plan of 2 billion euros in China. What are the plans of Mercedes-Benz in its localization strategy? Can you specifically share the details of this 2 billion euro investment?

Ni Kuang: This question will be more appropriately answered by Mr. Tang Shikai. Our investment not only refers to sales and operations, but also includes production and research and development. Daimler's investment of 2 billion euros includes many aspects, such as the expansion of Beijing Benz's existing production capacity. We plan to have the annual output of the Beijing Benz factory exceed 200,000 units by 2015. In addition, we still have more models to be localized, such as the domestic GLA that will be launched in 2015. In order to succeed in the Chinese market, we must promote the localization of the supply chain, so in addition to the localization of the entire vehicle, the entire production supply chain will also be increasingly localized and localized. Of course, during this process, all suppliers must always follow the Mercedes-Benz quality standards. In addition, we are also constantly strengthening Mercedes-Benz's local R&D capabilities in China, and we have established the Mercedes-Benz Pioneer Design Center in Beijing. In addition, Beijing Benz is building a new engine plant, which is Mercedes-Benz's first engine plant outside Germany.

Question: We have seen the release of new A-Class, new-generation E-Class and new S-Class sedan this year. Mercedes-Benz is releasing this year very frequently. It feels as if Mercedes-Benz is making rapid changes. Then Mercedes-Benz will be marketing and promoting it in the future. Are there any changes and new actions? After the launch of new products, did Mercedes-Benz have any adjustments in its marketing strategy?

Ni Hao: Just like the new-generation E-Class, the new A-Class and the new S-class sedan, the introduction and launch of each new car is our actual action to provide our customers with the best brand experience. Not only the products, we will continue to do the same. We provide our customers with the best quality service and the best experience for our customers. For example, in respect of services, we announced at the just-concluded Chengdu Motor Show that we have taken the lead in implementing the “Three Guarantees” policy, which covers a range that exceeds national standards. This not only shows that we are confident in the quality of Mercedes-Benz products, but also hopes to ensure maximum customer satisfaction. .

Relatively speaking, customers are relatively familiar with Mercedes-Benz classic E-Class and S-Class vehicles. For a new generation of luxury compact cars, such as A-level, B-level, C-level, and CLA, customers may be unfamiliar. In order to better respond to the needs of our customers, we have also continued to strengthen communication with partners and distributors so that we can calmly face the changing needs of our customers. For example, what their daily habits are, who they prefer to deal with, and what kind of environment they prefer. We have also had some good practices in other markets so that those who are not familiar with the Mercedes-Benz brand can understand us better. At the same time, we are also considering further customization to meet the differentiated needs of different customer groups.

The Chinese market is a bit different compared to other markets, that is, the age difference between the customer groups of each model is much smaller than that of other markets, and the average age of car owners is about 37. Our work is basically similar, but for different purposes. The level of customer base is different, not that our current and future practices will change strongly with the past.

Question: Mercedes-Benz launched a lot of models in 2013, including the new A-Class and the new-generation E-Class. After a month it launched a new S-Class sedan. Mercedes-Benz is giving a very positive signal to the outside world, as if starting from this year, Mercedes-Benz. In China has entered a new stage of development. Can you tell us what new products and technologies will be shared before the end of this year?

Ni Hao: I know that everyone is looking forward to the latest Mercedes-Benz products and technologies. We can reveal a little bit, after which we will bring the first diesel engine to China. After the launch of the new S-Class sedan, we will launch a new member of the S-Class series, the S 63 AMG. There will be more new S-Class models next year, as well as new C-Class models. We plan to launch a total of 20 new or modified models from now until 2015, about two years. So I was able to serve as President and CEO of Beijing Mercedes-Benz Sales Services Co., Ltd. during this period, and I was very fortunate.

Question: Just now you talked about localization. Localization In addition to the localized supply chain, there are many brands that target Chinese consumers to localize their products, such as designing and launching products that are more suitable for China. Does Mercedes have This plan?

Ni Hao: The answer is yes. Now Mercedes-Benz is not just localizing the industry chain in China. In the product R&D design stage, the needs and opinions of Chinese consumers are also important factors for our consideration. This generation of new S-classes was designed at the beginning of the design process. Invited 100 Chinese S-Class owners to go to Germany to make proposals for prototype design. This is another evidence that we have absorbed the needs of Chinese consumers in the initial development stage. China will soon become the world's largest auto market. We must not only understand the needs of Chinese customers today, but also understand their future needs. A new car development cycle is five to seven years. It is very important to understand the future demand of a product for consumers. So now we have taken into account the future needs of our customers. Mercedes-Benz's luxury compact The next-generation product cycle for each family model will begin between 2018 and 2019. As a new generation, we have begun to consider more of the needs of Chinese consumers in the development of new generation products. In fact, the entire Daimler Group is constantly introducing more customized products tailored to the Chinese market to meet the individual needs of its customers. Therefore, we need more local talent to help us better understand what kind of product configurations and services Chinese customers need. A full understanding of the Chinese market is a very critical and very basic task for us. Stuttgart’s headquarters also attaches great importance to our localization strategy, because Mercedes-Benz’s global position will depend on our performance in the Chinese market.

Mercedes-Benz S-class last year last year's product life cycle, but also maintain a 44% market share of this level, I believe that as long as adequate supply of goods, with a new generation of S-class super product power to get 50% of the market share of this level should There is no suspense thing.