BMW and Mercedes Have Better Products for China. How Much Volume Can They Rebuild?
Recent analysis provides insight into the brands’ China challenge and questions whether their former volume can be restored
BMW · China Competitiveness Mercedes-Benz · China and Localized Luxury
Evidence
BMW Meets the Chinese Market on Pricing While Mercedes Holds Out for a Premium
Both brands seek to regain pricing credibility and control; BMW is committing to lower, fixed figures, while Mercedes is preserving a premium and flexibility
The Mercedes CLA L Is Not Impressing Chinese Shoppers
Shoppers who passed on the CLA L cite driver assistance, interface, and space, suggesting Mercedes’ China problem reaches beyond price