On March 1st, Fujian Daimler changed its name to Fujian Mercedes-Benz. "The name of Mercedes-Benz is closer to the consumers and the name is derived from marketing considerations," said Lai Ruining, president and CEO of Fujian Benz.

Mercedes-Benz now has four companies in China, Beijing Benz, Fujian Benz, Beijing Foton Daimler and BYD Daimler New Technologies. Both Beijing-based Futian Daimler and BYD Daimler were formally named Daimler. Fujian Daimler was renamed Fujian Benz at this time.

“If it is for marketing reasons, why is Beijing Futian Daimler not known as Beijing Foton Benz?” The industry is quite puzzled by this. Lai Ruining did not comment on this.

Some industry sources have rumors that BAIC has restarted its cooperation with Fuqi. According to this plan, Beiqi will buy 40% of the equity of Fujian Benz belonging to Fuqi, and Fujian Benz will have 40% of BAIC and 10% of Fuqi. Daimler Light Vehicles (Hong Kong) Co., Ltd. holds 50% of the shares. Mercedes-Benz hopes to integrate its current scattered situation in the Chinese market. After the current multi-party cooperation situation, it will become the main cooperation model with BAIC.

An informed source said: "There is no talk with BAIC, at least not yet." But it did not deny that it was in line with Mercedes-Benz's integration in China. He said: "The name change is not just for the sake of immediate marketing, it is certainly a long-term one. Planning.” As for the contents of the plan, the person did not disclose it.

In 2011, Audi sold 313,000 vehicles in China, and BMW also had 232,000 vehicles, but Mercedes has only 198,000 vehicles, and its growth rate is lower than that of Audi and BMW. In recent years, Mercedes-Benz's ambiguity in China has been attributed to the Mercedes-Benz layout. Layout integration is considered to be the premise for Mercedes-Benz to recover competitiveness in the German top three.

However, how to weigh the unique competitiveness of the Mercedes-Benz brand in some high-end segments is also a serious consideration for Daimler.

At present, Fujian Mercedes-Benz is Daimler Group's only business vehicle manufacturing center in Asia and Oceania, with a planned annual production capacity of 40,000 vehicles. Based on the above factors, the parts and components of Fujian Benz become the issues that must be considered in its development. At the Fujian Mercedes-Benz's assembly workshop, a person in charge said: "90% of the chassis of the model produced is imported from Germany." Fujian Benz began construction of its China R&D center last year.

Fujian Mercedes-Benz follows the German-style programmatic management model. It is proud of Daimler's own “MPS” management model. It requires that every employee who works at Fujian Mercedes-Benz be familiar with this model, and many people must travel to Germany. Only after training can you get a job.

However, this model often encountered obstacles in the early stages of its establishment. As a result, Fujian Benz was formally established in 2007. It was not until 2010 that the first car was released in 2010. Its marketing has also encountered some localization twists and turns in China. This car company with strong brand power sold 13,000 cars in the Chinese market in 2010. This figure does not satisfy it.

Earlier this year, Thomas Mercedes, former head of sales and marketing at Fujian Benz, was transferred back to Germany and replaced by Keruifu. The former Deputy General Manager of Nanqi Mingjue and General Manager Yang Junhu of the sales company, also invited by Chairman of Fujian Automobile Industry Group and chairman of Fujian Benz Automotive Industry Co., Ltd. Lian Xiaoqiang, formally joined Fujian Benz on March 1st, serving as vice president. The president is in charge of marketing.

Yang Junhu, who had just returned from training in Germany, told this reporter on March 1st: “Although I have not yet reached the specific marketing strategy I have taken this year, the sales task has been determined to be higher than the overall growth of the overall automobile market and market segment in China. Amplitude."

According to Fujian Benz, the high-end commercial vehicle is its original segment of the market. "So far, we have no competitors." Lai Ruining said. The three models of Viano (review picture forum), Weiyu, and Linear Technology owned by its subsidiary are only aimed at high-end political and business users.

In 2010, the sales volume of the luxury car market in China increased by 68%, and it also increased by 40% last year. In the German top three, the competition in the luxury car market has become hot, but the luxury MPV has only Fujian Benz. Lai Ruining believes that based on the rapid growth of luxury cars in the Chinese market, luxury commercial vehicles will also have a substantial increase. “In addition to the needs of Beijing, Shanghai, Shenzhen, and coastal cities, we also see that demand is gradually expanding into inland cities, including second and third tier cities,” he said.