In 2017, German automaker Mercedes-Benz continues a market momentum that is proving remarkably fruitful, although the company is deliberately maintaining a low tone in showcasing its resolution to honor its commitment to its Chinese customers.

"Our dedication to exceed customers' expectations and repay the trust they have placed in us will never change," Nicholas Speeks, president and CEO, Beijing Mercedes-Benz Sales Service Co Ltd, told a news conference at the Chengdu Motor Show on Friday.

According to Speeks, in the first seven months of this year the company delivered more than 350,000 units to its customers, showing 34 percent year-on-year growth, and snatching the crown in the premium auto segment.

However, simply pursuing delivery figures would never be the company's target, as it seeks healthy and sustainable growth, and - what's more important - to better serve customers with beyond-expectations products and services.

This year, it brought out a strong lineup of 35 models - from Mercedes-Benz, Mercedes-Maybach, Mercedes-AMG and smart - to the show, as part of the ambition to endeavor to introduce some 15 new or facelifted models to the Chinese market within the year.

This further proved to their audience that they are not content to rest on their laurels, but have undertaken to enchant and inspire consumers, while providing them with maximum value.

New opportunities in a dynamic market

"China is the most exciting, most dynamic, most challenging market in the world," Speeks was quoted as saying at the conference.

Held in one of the fastest growing cities in the country, the Chengdu Motor Show was undeniably the perfect place to unveil the glittering array of new vehicles.

On the eve of the press day, the brand unveiled its all new Mercedes-AMG 43 Series, that makes the high-performance car brand more approachable and reinforces its customer base in China.

The All New Mercedes-AMG 43 Series models will span the gap from track to road, from legend to icon, said Mao Jingbo, executive vice-president for AMG/smart/V-Class and Vito sales operations at BMBS.

Meanwhile during the show, the company officially introduced its 2017 Mercedes AMGGT as well.

"Going forward, AMG will allow China's high performance car enthusiasts to fully experience 'Driving Performance' with more new models, rich customer experiences and innovative marketing initiatives," she added.

The AMG models aren't the only attempt at captivating new audiences, as the brand is keeping its nose to the grindstone in its efforts to develop vehicles meeting the diverse and individual needs of its Chinese customers, as can be seen in the new S-Class, new GLA, the C 300 Coupe Night Edition and the smart Sapphire Blue Special Edition.

The new S-Class, the brand's flagship model, begins its pre-sale in Chengdu and will hit the market in September.

With 6,500 parts upgraded, redesigned bumpers and a new radiator grille, the S-Class' design has been upgraded to exude a premium demeanor.

It also integrates other features such as Mulitbeam LED Headlights with Ultra Range, that illuminate the road at 650 meters, the distinctive three-stripe LED daytime running lights and Energizing Comfort - which allows consumers to choose from one of six pre-configured comfort settings, bringing the future to the present.

In addition, upgrades to two models, the C-Class and E-Class, interpret premium in their segments and are evidence of the brand's solid foundation in the Chinese premium market.

As Duan Jianjun, executive vice-president for sales and marketing at BMBS, put it: "The product strength that Mercedes-Benz sedans demonstrate is evidence that the brand is worthy of its premium title."

"Premium is definitely the characteristic that differentiates Mercedes-Benz from competitors," he said.

For those who want something that manifests an intelligent charm, there's the smart Sapphire Blue Edition, which slips the beloved smart into a deep, gem-like blue and sneaks in a dynamic BRABUS sports package too.

Ancient wisdom to enlighten the future

In the Chinese market, Mercedes-Benz has certainly been seizing opportunities and setting forward insights about the future - wisdom that management learned from the famous Three Kingdoms' strategist, Zhuge Liang.

One example is that not only bringing out excellent products, they are making constant efforts to bring down the total cost of ownership, creating a new industry benchmark with attractive and competitive after-sales services.

They enhanced customer experience by bringing to China She's Mercedes, an offline community that links the brand's female audience with each other and with the brand.

Similarly the Mercedes me Orchestra seeks to bring its employees, dealership partners, and even customers together within the Mercedes-Benz family. This is a great example of the company's dedication to try to create a new community that speaks to everyone connected to the brand.

"That's exactly what I mean when I refer to our customers as members of our Mercedes-Benz family," said Speeks.

Positive feedback from Chinese customers shows that Mercedes-Benz's efforts have been effective. Last year, the company's ground-breaking AMG/Maybach center opened in Hangzhou, to tremendous customer feedback.

The automaker plans to open more stand-alone AMG centers in Beijing and Shanghai soon. In addition, their audience will see the next Mercedes me Store open in Shanghai in future following the first one in Beijing.

The Chengdu Motor Show also brings the brand back to Sichuan, where they began their corporate social responsibility program 10 years ago at the Ya'an Giant Panda Sanctuaries.

"In the future, we have our vision for educational poverty assistance set on volunteer teaching, simultaneously assisting disadvantaged groups," said Li Hongpeng, senior executive vice-president at BMBS.

"We will continue to deepen efforts with 'Mobile Kids', using digitalization to make the program even more engaging and interesting as we serve the community."

"With a bit of ancient wisdom, we are taking our customers experiences into the future," said Speeks.

"We want to shape the future together with them."

lifusheng@chinadaily.com.cn

(China Daily 08/26/2017 page7)