The premium is serious and negative. How long can Trident Halo support Mercedes-Benz?

On March 8, 2023, a news of mercedes benz c-class discount 1 1 10,000 yuan triggered a hot discussion on the whole network, specifically. The market broke the news that Mercedes-Benz launched a new round of price reduction promotion for Beijing, with the price reduction exceeding 65,438+065,438+0,000 yuan. According to online news, after the discount, the guide price of Mercedes-Benz C200L Sports Edition dropped to 220,000, and the lowest price of Mercedes-Benz E-Class was 330,000.

Although it was proved to be false information in the end, in the eyes of most ordinary consumers, it would be absolutely wonderful if 220,000 yuan could buy a mercedes benz c-class car. But in Uncle Che's view, even if the mercedes benz c class really drops to 220,000 yuan, it will not arouse Uncle Che's interest at all, because the current Mercedes-Benz has no product strength advantage except the Trident aura, especially in marketing and product quality.

Marketing has repeatedly overturned.

Openly challenge the IQ and principle bottom line of Chinese people.

202 1 12.25, some netizens found that Mercedes-Benz used "squinting" model makeup in advertisements promoted by WeChat friends circle, which aroused public concern. It is understood that the lion boy and three squirrels were caught in the whirlpool of public opinion because of "squinting" makeup. Some netizens believe that Mercedes-Benz chose to push the advertisement of "squinting" model makeup, which is "deliberate".

Furthermore, in February 2020, Mercedes-Benz "made good use" of the image of basketball star allen iverson in 1.33T engine, which was suspected of infringement. Iverson's exclusive brokerage manager in China, Mu Shi Information Technology (Shanghai) Co., Ltd., entrusted a law firm to send a letter to him, demanding that Beijing Benz Sales & Service Co., Ltd. and its related parties stop the infringement, publicly apologize and compensate for the losses. Immediately, Mercedes-Benz officially issued a statement saying that it had stopped the spread of related videos and apologized to Iverson.

Just when everyone thought that Mercedes-Benz would learn its lesson, Mercedes-Benz began to get confused again.

20211kloc-0/4, Mercedes-Benz posted a promotional video on the official account, and wrote with an article, I don't know if I like it or not, but in the comfort zone, love will definitely not disappear. Then, in full view, the actor calmly walked to the Mercedes-Benz and lay comfortably in the back of the car. In fact, celebrity endorsement is a very rare and common thing, but the public opinion orientation of this matter is quite strange. As soon as this propaganda was issued, it immediately caused a hot discussion among netizens, because Yang Li who said "Puxinnan" appeared in the video!

Soon the comment area was captured by netizens, many male netizens spontaneously boycotted Mercedes-Benz, while female fans were fighting back against the boycotters, and the two sides were evenly matched. Seeing the growing public opinion, Mercedes-Benz officials quickly set the promotional video to be seen only by fans. But what is not satisfactory is that it opens the function of comment selection and wants to control public opinion. This action has once again aroused public anger. Seeing the storm of public opinion hit again, Mercedes-Benz simply deleted the promotional video like Rolls-Royce, but unlike Rolls-Royce, Mercedes-Benz did not give any explanation.

How can a brand that doesn't respect China culture and constantly challenges China's consumption principles and bottom line make money from China people?

The quality of the model is too poor.

Selling cars depends on Mercedes-Benz logo.

The quality of Mercedes-Benz products has been pulled down from the altar since Xi 'an Mercedes-Benz female car owners' rights protection incident was exposed. From the complaints of many users, it can be seen that the quality of Mercedes-Benz products has not reached the standard that luxury brands should have.

On June 5th, 2022165438, Ms. Zhang ordered an imported Mercedes-Benz GLE350 from Foshan Zhongsheng Star Automobile Sales & Service Co., Ltd., with a total price of 850,000 yuan. 654381October 9, she picked up the car and paid the full amount. At that time, Ms. Zhang did not inspect the car, and the store did not give operational guidance. The next series of events made the owner very disappointed with the quality control and service of Mercedes-Benz.

65438+1October 18. After pasting and hardcover the new car in the store, Ms. Zhang found that the vehicle navigation was no longer available, but the store could not carry out on-site inspection and maintenance on the grounds of "reservation". It was not until Ms. Zhang filed a complaint that the store promised to carry out inspection and maintenance first.

65438+1On October 23rd, Ms. Zhang drove back to her hometown in Chizhou, Anhui. Just after walking to 1 10 km, the engine fault light on the dashboard suddenly turned on. She immediately contacted the 4S store in Foshan. The staff said that there were too many signals involved in the engine oil or vehicles, and comforted Ms. Zhang that she could drive with peace of mind. On February 9, Ms. Zhang went to Anhui Anqing Mercedes-Benz 4S store for maintenance. The test result is that the turbocharger is mechanically damaged. Both Anqing Store and Foshan Store indicated that Ms. Zhang needed to go back to the original seller, namely Foshan Store for treatment.

On February 10, Ms. Zhang drove back to Foshan and broke down again on the way. The car body shook twice, and the noise was so loud that the vehicle could not speed up. However, Foshan 4S store has always stressed that it will not affect driving.

On February 1 1, the new car was tested again in Foshan 4S shop, and the result was still that the turbocharger was mechanically damaged, because the two locks fixed on the two tubes of the turbocharger were loose, which led to the damage of the turbocharger and the engine. Under this circumstance, Ms. Zhang proposed to change or return the car, but was rejected by Foshan 4S shop on the spot.

Up to now, Ms. Zhang has encountered almost all problems at one time in the process of automobile consumption rights protection, such as repeated failures of new cars, prevarication of different 4S shops of Mercedes-Benz, rejection of quality inspection results, unreasonable sales service of Mercedes-Benz and so on. Mercedes-Benz, you really don't take China consumers seriously!

Imagine that the quality and service of imported cars are the same, and the quality and service of domestic models are probably even worse.

Let's take a look at the quality performance of Mercedes-Benz electric vehicles. Last year, Tesla sales staff laughed at customers buying Mercedes-Benz EQC, which is well known. Car owners wanted to criticize Tesla's sales consultants for slandering other brands through social platforms, but they never expected this to trigger ridicule from the whole network. In fact, if you think about it carefully, you really don't blame Tesla's sales, because Mercedes-Benz EQC is not only a car with high IQ tax, but also a surprisingly high failure rate!

Recently, 245 Mercedes-Benz EQC owners once again issued a joint statement, expressing their firm disagreement with Beijing Benz's recall arrangement for EQC, and put forward seven questions and four requirements to Mercedes-Benz officials, demanding that manufacturers immediately recall and solve the vehicle problem. It is understood that this is the third time that Mercedes-Benz EQC owners have publicly declared their rights protection in just three months since 2022.

But as of now, Mercedes-Benz has not made any official reply. Is this brand worthy of consumer trust?

Che Shu concluded

On March 7, 2023, Beijing Benz Sales & Service Co., Ltd. announced a number of important personnel appointments. Jan Madeja, the president and CEO of the company, is about to end his nearly four-year tenure in the China market and return to his new position at the German headquarters, where Duan Jianjun, the current sales chief operating officer, takes over. The appointment period will take effect on May 2023 1. I wonder if Yang Ming will focus on solving the problems encountered by Mercedes-Benz during this transition period, or will he hand over this mess to Duan Jianjun? If Duan Jianjun can't solve these problems, then 2023 will be the turning point of Mercedes-Benz's decline in China market!

This article comes from the car review by the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.