DaimlerChrysler, commonly referred to as Daimler, has been reshaping its Asian strategy by distancing itself from former partners like Hyundai and Mitsubishi. After streamlining its operations in China, the automaker is now experiencing a significant growth phase. According to reports from Daimler China, the company saw a remarkable 173% increase in sedan sales during the first half of 2004, reaching 22,200 units. The company anticipates an overall sales growth of 75% for the full year. In contrast, BMW Group reported only a 55% increase in mainland sales during the same period.
Daimler China emphasized that its performance in the Chinese market has been exceptional, with strong growth potential. The Beijing Jeep joint venture with Beijing Automotive has also delivered impressive results. Mercedes-Benz sedans, in particular, outperformed the overall market, with sales rising by 70% to 5,500 units in the first half of 2004. The S-Class model stood out, with a 40% sales increase to 3,500 units—accounting for roughly two-thirds of all Mercedes-Benz sedan sales in China. Meanwhile, the E-Class saw a 170% surge in sales, reaching 1,300 units.
In an interview, Li Liping, Daimler China’s PR Director, highlighted the company's confidence in its future plans. Daimler and Beijing Automotive are set to expand production of the C-Class and E-Class sedans, aiming for 25,000 units annually. Additionally, the luxury Maybach brand will open showrooms in Beijing, Shanghai, and Guangzhou later this year.
Beijing Jeep Motors Co., Ltd., the joint venture between Daimler and Beijing Automotive, sold 16,700 vehicles in the first half of 2004, marking a 240% increase compared to the same period in 2003. Daimler expressed high satisfaction with its Chinese partner. Fei Mingming, Chairman and CEO of Daimler (China) Investment Co., Ltd., praised the improved operational performance and the promising outlook for the second half of the year.
Industry analysts suggest that with the departure of former partners like Mitsubishi and Hyundai, Beijing Automotive has become a key player in Daimler’s Asian strategy. The two companies are expected to deepen their collaboration in both commercial and passenger vehicles. As Daimler continues to refine its approach in China, it appears to be on a path toward more balanced and sustainable growth, reinforcing its position in one of the world’s most dynamic automotive markets.
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