Despite the colder temperatures outside at this year's Guangzhou Auto Show, the Mercedes-Benz booth in Hall 5.1 was incredibly popular, becoming the most eye-catching focus of this annual event.
The Mercedes-Benz booth, designed with the concept of a "multiverse," created a three-dimensional experiential space. The central Vision Iconic zone featured a minimalist blue and white color scheme, with floating lighting installations creating a futuristic feel. The AMG performance zone was inspired by racing elements, while the AMG GTXX concept car area in the depths was wrapped in classic retro-futuristic orange, showcasing the tension of performance aesthetics. The most eye-catching trendy crossover zone not only displayed the CLA "itasha" (anime car) co-branded with McDonald's, but also incorporated the local Dongshankou trend culture of Guangzhou into the exhibition design, with vibrant graffiti art creating an interesting dialogue between the classic three-pointed star emblem.
This shift from a single display to a multi-faceted experience signifies that Mercedes-Benz, with its century-long history, is embracing a new generation of consumers with a more open attitude.
Localization practices behind innovation
At the technology day preceding the auto show, Mercedes-Benz showcased a wave of cutting-edge technologies from the "inventor of the automobile" with the China debut of the Mercedes-AMG GT XX concept car. As a forward-looking masterpiece of the AMG.EA platform, it features drive technology derived from F1®, employing an axial flux motor and direct-cooling battery cell technology, breaking the traditional contradiction between performance and durability in high-performance electric vehicles.
Its core highlight lies in the drive system composed of three axial flux motors, which achieves a leap forward in weight, size, and efficiency compared to traditional radial flux motors. This motor system requires only one-third the weight and size of a traditional motor to output the same power, with a peak power exceeding 1000 kilowatts (approximately 1360 horsepower) and a top speed exceeding 360 kilometers per hour.
More importantly, the GT XX concept car was driven continuously for over 7 days at an average speed of 300 km/h on the Nardo test track in Italy, covering a total distance of 40,075 kilometers, equivalent to circling the Earth along the equator, and breaking 25 world records. This feat not only demonstrates the maturity of its powertrain but also lays the foundation for the implementation of related technologies in AMG.EA platform production models in 2026.
If the debut of the GTXX signaled Mercedes-Benz's assertion of its industry position and the start of its next era of offensive in terms of technology, then the recently launched all-new Mercedes-Benz CLA electric vehicle represents a "new starting point" and "new fulcrum" in its current product offensive and communication strategy.
During the Guangzhou Auto Show, Duan Jianjun, President and CEO of Beijing Mercedes-Benz Sales Service Co., Ltd., explained: "The innovation in the form and narrative logic of the launch event for the all-new Mercedes-Benz CLA electric vehicle is based on the car's youthful positioning, and we hope to create a sense of 'relaxation' for everyone." This user-centric innovative thinking reflects Mercedes-Benz's accurate grasp of the communication environment in the Chinese market.
Duan Jianjun further reviewed the brand's innovation journey in the Chinese market, noting that Mercedes-Benz has consistently innovated in its launch events. From the C Community creative district created for the launch of the long-wheelbase C-Class in 2014, to the use of traditional Chinese elements such as plum blossoms, orchids, bamboo, and chrysanthemums in Maybach in 2015, and then to the A-Class's declaration at Shougang Park in 2018, "This is what a new generation of luxury sedans should look like," these milestone launches have demonstrated Mercedes-Benz's continuous exploration in the Chinese market as a German brand.
It is worth mentioning that these innovations do not originate from the multinational automaker's "global model," but are based on localized practices derived from a deep understanding of Chinese consumers.
Facing fierce competition from over 180 models in its segment, Duan Jianjun demonstrated a prudent strategic vision. "The all-new Mercedes-Benz CLA electric vehicle operates in a highly competitive and dynamic segment. However, we never shy away from competition, and we believe that the product value of the all-new Mercedes-Benz CLA electric vehicle will be appreciated by customers," he pointed out. Compared to short-term sales figures, Mercedes-Benz values the strategic significance of this vehicle more, as it marks the beginning of a new chapter for the brand in the fields of electrification and intelligent technology.
In terms of marketing innovation, Mercedes-Benz has built a comprehensive user outreach system. In addition to the innovative pricing system of a limited-time nationwide unified launch price, it also collaborated with brand ambassador Wang Chuqin to create the CLA Champion Edition model, launched plush lion merchandise, and partnered with McDonald's, League of Legends, and other cross-industry collaborations. These innovations have all received a very enthusiastic market response. This comprehensive approach to innovation demonstrates Mercedes-Benz's determination to build deep connections with its users in the new era.
Systematic implementation and standard-setting of safety concepts
As the country continues to strengthen safety standards for electric vehicles, Duan Jianjun reiterated the brand's safety philosophy: "Safety is the foundation of the Mercedes-Benz brand, a commitment written in our genes." He further explained Mercedes-Benz's cautious attitude towards intelligent driver assistance systems: "We adhere to the 'test one city, drive one city' strategy. It may seem slow, but the underlying reason is that we will never use our customers as guinea pigs."
This relentless pursuit of safety is reflected in every aspect of product development. Duan Jianjun introduced the safety standards of the new Mercedes-Benz all-electric CLA: "The entire vehicle underwent over 150 destructive tests, with the number of tests required for scrapping being three times the industry average; achieving full testing of over 7,000 weld points, over 1,300 adhesive connections, and 13 types of mechanical connections on the body." Even in unseen details, Mercedes-Benz adheres to the highest standards, with its electromagnetic interference protection standards reaching four times the industry standard, providing comprehensive protection for special groups. Behind these stringent standards lies Mercedes-Benz's quality philosophy accumulated over 139 years of automotive manufacturing experience.
A powerful product offensive under the dual strategy of oil and electricity
Beyond its breakthroughs in electric vehicles, Mercedes-Benz's comprehensive refresh of its gasoline-powered models also demonstrates its strategic vision. Duan Jianjun emphasized, "What remains unchanged is our commitment to 'equal quality and intelligence between gasoline and electric vehicles.'" As the first automaker in the industry to propose a "dual-mode" strategy, Mercedes-Benz has always believed that "distinguished Mercedes-Benz owners should not have to make a choice."
"We advocate 'equal quality between electric and gasoline vehicles,' meaning that safety and quality are never differentiated based on the type of drive system; we practice 'equal intelligence between electric and gasoline vehicles,' meaning that intelligent technology is not exclusive to electric vehicles, but rather a standard feature of luxury vehicles. Intelligence is a necessary condition for luxury, but not a sufficient one," Duan Jianjun emphasized.
At this year's Guangzhou Auto Show, Mercedes-Benz showcased a refreshed product lineup encompassing several core models, including the C-Class, E-Class, S-Class, GLB SUV, GLC SUV, and GLS SUV. Taking the long-wheelbase C-Class as an example, the refreshed model adds features worth approximately 45,000 yuan. In terms of intelligent upgrades, models such as the refreshed C 260 L Sport Sedan and Sedan, C 260 L Sport Sedan Night, the standard wheelbase E-Class/E 260 L Sedan and above, and the GLC 260 L 4MATIC Dynamic and above will come standard with navigation-assisted driving (covering highways and urban expressways nationwide).
This significant value upgrade reflects Mercedes-Benz's commitment to continued investment in the gasoline-powered vehicle market.
Looking ahead to the market landscape in 2026, Duan Jianjun believes that "China's luxury car market has experienced explosive growth and is now entering a phase of rational adjustment." In the face of this trend, Mercedes-Benz will adhere to the strategic approach of "grasping certainty amidst uncertainty," maintaining strategic focus and being a long-term value enthusiast while also being agile in adapting to changing times.
In fact, 2025 is still a "reservoir period" for Mercedes-Benz's product and technology offensive. "We are using this window of opportunity to focus on the intelligent, electric, and digital upgrades of our product system, accumulating strength for the strongest product and technology offensive in 2026-27, and unleashing our full potential," Duan Jianjun revealed. By 2027, Mercedes-Benz will bring as many as seven China-exclusive models, fully covering all core market segments from luxury sedans and performance SUVs to pure electric MPVs.
At the same time, the optimization of the organizational structure is also being promoted simultaneously. The Digital and Communications Department, established in July this year, is driving a comprehensive upgrade through the "4 Ones" digital strategy to build a full-link digital ecosystem from brand awareness to user experience.
Driven by both innovative marketing and channel optimization
In terms of offline experiences, Mercedes-Benz showcased a refreshing and innovative vitality. Duan Jianjun specifically mentioned the deep integration with local culture: "During the Guangzhou Auto Show, we will create a week-long 'Starry City Party' in Dongshankou, allowing the all-new Mercedes-Benz all-electric CLA to connect with trendy young people through activities such as check-ins, test drives, and float parades." This attempt to break the boundaries of traditional marketing demonstrates the brand's determination to integrate into the real lives of its users.
Regarding dealer network development, Mercedes-Benz maintains a steady and pragmatic pace. "High-quality and sustainably profitable network operations are crucial for us and our dealer partners," said Duan Jianjun.
According to reports, the current optimization and upgrading of the dealer network is progressing smoothly. The focus is shifting from scale-based development to quality and efficiency improvement, including enhancing network operational efficiency and profitability, streamlining redundant channel coverage, optimizing the digital customer journey, upgrading service experience, and adding new retail outlets where necessary. These initiatives aim to build a healthier and more sustainable sales and service network.
In this era of rapid change, Mercedes-Benz, with its unique wisdom of balance, has found a stable development path between heritage and innovation, global standards and localized needs, and electrification and the revitalization of traditional gasoline vehicles. From products to services, from marketing to channels, this century-old luxury brand is demonstrating its determination and capability to embrace the new era of the automotive industry through systematic innovation and transformation.
