On November 15, the 22nd Guangzhou International Auto Show officially opened. The automotive market has entered a phase of stock competition. Electric and intelligent Chinese new energy vehicles drive high-quality development in the industry. This year’s auto show continues with the theme “New Technology, New Life.” It serves as a barometer for the development of the Chinese automotive market. The show aims to collaborate with the global automotive industry to create a new era. The event features 78 global debuts, including 6 from multinational companies. A total of 1,171 vehicles will be on display, with 512 being new energy vehicles. They will showcase new technology and innovation in the new era. In an exclusive interview with Sina Auto, Zhou Juan, Director of Communications and Marketing at Beijing Mercedes-Benz Sales Service Co., Ltd., stated that in a competitive market, consumers benefit the most. Diverse consumer demands provide Mercedes with more opportunities to embrace the transition to electrification and intelligence.
Sina Auto: Hello, everyone. Today, we have the honor of interviewing Zhou Juan, the Director of Communication and Marketing at Beijing Mercedes-Benz Sales Service Co., Ltd. It’s the first day of the 2024 Guangzhou Auto Show. Mercedes-Benz has brought impressive models and exciting technology. Zhou Juan, please introduce the highlights of our booth. Zhou Juan: Hello, Sina users. I’m Zhou Juan. Welcome to our Mercedes-Benz booth in Hall 5.1 at the Guangzhou Auto Show. We present 29 significant models, including Mercedes-Maybach, Mercedes-AMG, G-Class SUVs, and various models from the entire Mercedes-Benz brand. We offer the Mercedes standard for both gasoline and electric vehicles, ensuring a premium driving experience. I want to highlight three newly launched models. First is the all-new electric G 580, which is highly anticipated. We also introduced the newly launched G 500 and G 63. Many G-Class fans are eager to see them. We invite everyone to visit Hall 5.1. Additionally, we present the new electric EQE. It follows the Mercedes standard, delivering improvements in power, efficiency, intelligence, and safety. This model is worth your attention. We say, “Whether gasoline or electric, it’s still Mercedes.” We also showcase the 2025 GLC Coupe SUV. Its highlight is the latest intelligent cockpit and driving features. Intelligence is not exclusive to electric vehicles; our gasoline models are also very smart. Sina Auto: Thank you, Zhou Juan, for your insights. You can see everything you expect and more at our Mercedes-Benz booth. I especially remember when we announced the price of our G-Class this morning. Everyone reacted with surprise, saying, “Wow, it’s not as expensive as I imagined.” The Chinese market in 2024 presents challenges. Some situations will confront BBA and the entire luxury market. As the inventor of the automobile, Mercedes must ensure we stay true to our original purpose amid these pressures. Zhou Juan: The current automotive market flourishes with diversity. Customers have more choices from excellent Chinese companies and various global brands. In this competitive environment, consumers will benefit the most. For the Mercedes brand, being the inventor of the automobile is both an honor and a mission. Over the past 138 years, we have faced many challenges. These challenges have strengthened our brand and deepened our understanding of consumers. In 2024, we see many opportunities. Media transformation offers us new ways to communicate directly with consumers. Diverse consumer demands allow us to embrace electrification and smart technology. We have launched a series of electric products. Our promise is, “Whether gasoline or electric, it’s still a Mercedes.” We will never compromise on safety, reliability, comfort, design, and craftsmanship. In China, we established a research and development center, especially in Shanghai. We leverage China’s industrial chain, talent, speed, and innovation to enhance the intelligence of Mercedes-Benz products. So we are smart, whether it’s oil or electricity. We are Mercedes, whether it’s oil or electricity.
China’s users may associate smart technology primarily with domestic brands. They believe these brands outperform traditional luxury brands in this area. However, this perception has not deeply resonated. Many still view purchasing BBA or luxury brands as a guarantee of superior brand and design. Young users now seek fun, practical, and smart features. I invite Ms. Juan to discuss smart technology and the R&D center, focusing on local production and investment. Zhou Juan: We understand that smart technology is crucial for customers choosing a vehicle. More users now focus on smart driving and cabin experiences, especially smart cabins. In April, Mercedes-Benz established a digital R&D center in Shanghai. Before the Guangzhou Auto Show, we announced that next year, our mass-produced models will feature an “image-free” L2++ advanced driving system using end-to-end large models and pure vision solutions. China offers a strong foundation for smart technology development. This allows mainstream luxury brands like Mercedes to collaborate with local R&D teams and suppliers. Our understanding of Chinese customers and the market has led to significant innovations in smart technology. For instance, with the launch of the long-wheelbase E-Class last year, we introduced the L2+ navigation-assisted driving system. Mercedes also became the first luxury brand to feature the Qualcomm 8295 smart cabin chip and 5G communication technology, aiming to meet Chinese customers’ needs. If customers want to learn more about our smart transformation, we welcome them to try our products. We believe Mercedes will not disappoint in the field of smart technology. Xinhua Auto: I hope everyone gets a chance to visit our stores to see how traditional luxury brands have evolved in intelligent driving and cockpit technology. Regarding the user experience, will Mercedes provide more space and time? Zhou Juan: Certainly. Mercedes launched the “Prometheus” program for autonomous driving research in 1986. In the previous generation E-Class, we added several new or upgraded driving assistance technologies. In our current products, especially the long-wheelbase E-Class launched last year, we required every dealer to offer ample test opportunities for customers. If anyone wants to experience Mercedes’ intelligent driving assistance, they can communicate with our dealer partners. We will ensure a full experience. As a brand, Mercedes has built a rich product experience platform. We welcome our customers to enjoy the excellent experience our products and intelligent technology provide. Xinhua Auto: In some ways, competition is fierce in China. Compared to new players, traditional luxury brands maintain restraint due to their principles. From a detail perspective, when executives engage directly with users, communication becomes more direct. Do you think this engagement adds value to the brand and products? Zhou Juan: In this era, traffic presents great opportunities for all brands and manufacturers, including Mercedes. We use new media to communicate more directly with customers. Providing sufficient value remains essential. Building good cars and offering excellent service are the priorities. New media indeed gives us more chances for direct communication with customers. We will seize these opportunities to continuously convey our brand essence and introduce our new products and service concepts.