DaimlerChrysler, commonly known as Dai-ke, has been reshaping its presence in the Chinese market after parting ways with South Korea's Hyundai and Japan's Mitsubishi Motors. Following a strategic "slimming" phase, the automaker is now experiencing significant growth. According to a report from Dai-ke China, the company saw a remarkable 173% increase in sedan sales during the first half of 2004, reaching 22,200 units. The company anticipates a 75% rise in total car sales for the full year.
In comparison, BMW Group reported only a 55% growth in mainland China during the same period, highlighting Dai-ke’s strong performance. “Dai-ke has shown explosive growth in the Chinese market, with tremendous potential,†said Dai-ke China in a recent statement. The Beijing Jeep joint venture with Beijing Automotive has also delivered impressive results, contributing significantly to the company's success.
Mercedes-Benz sedans led the charge, outperforming the overall market. By the end of June 2004, Mercedes-Benz sedan sales reached 5,500 units, up 70% compared to the same period in 2003. The S-Class model stood out, with sales rising by 40% to 3,500 units—accounting for about two-thirds of all Mercedes-Benz sedan sales in China. The E-Class also saw a sharp increase, with sales climbing 170% to 1,300 units.
Li Liping, Director of Public Relations at Dai-ke China, emphasized the positive momentum: “The strong performance of our luxury segment, particularly the S-Class, has reinforced our leadership in the premium car market.â€
Looking ahead, Dai-ke and Beiqi Holding plan to produce the Mercedes-Benz C-class and E-class sedans, aiming to manufacture 25,000 units annually in the mid-term. Additionally, the brand will open exclusive Maybach showrooms in Beijing, Shanghai, and Guangzhou later this year.
Beijing Jeep Motors Co., Ltd., Dai-ke’s joint venture with Beijing Automotive, sold 16,700 vehicles in the first half of 2004, marking a 240% increase from the previous year. Dai-ke expressed high satisfaction with its partner, with Feo Mingming, Chairman and CEO of Dai-ke (China) Investment Co., Ltd., stating that the joint venture’s improved operations have laid the groundwork for future expansion.
Industry analysts note that with former partners like Hyundai and Mitsubishi stepping back from the Asian strategy, Beijing Automotive has emerged as a key player. This shift signals a new era of cooperation between Dai-ke and Beijing Automotive in both commercial and passenger vehicles.
As Dai-ke continues to refine its strategy in China, the focus on strengthening partnerships and expanding product lines is becoming central to its “lightening the load†approach. With solid performance and clear plans for growth, the automaker is positioning itself for long-term success in one of the world’s most competitive markets.
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