Since Daimler entered China, the pace of joint ventures and cooperation with domestic companies has never stopped. However, in the past 20 years, Daimler has not found a successful model of joint ventures and cooperation in China. For more than 10 years after the establishment of Beiben Heavy Duty Truck, the annual sales volume of several hundred vehicles is still an example.
collaboration
The cooperation between the two parties is to be returned to 1989. Despite starting in 1983, the Chinese heavy-duty truck industry affiliate company has introduced Austria’s Steyr vehicle technology to produce Steyr heavy trucks domestically, but it is still a piece of high-end heavy truck products. blank. Daimler-Benz (predecessor of Daimler) took a look at this development opportunity in the Chinese market and invested RMB 1 billion in cooperation with Inner Mongolia No. 1 Machinery Manufacturing Plant to establish the Inner Mongolia North Mercedes-Benz Company (now Bei Ben Heavy) , The transfer of Mercedes-Benz NG80 series heavy truck manufacturing technology, cooperation period of 10 years, the design of an annual output capacity of more than 6,000 vehicles.
However, the establishment of the North Mercedes-Benz did not achieve the desired sales results. On the one hand, due to the limited demand for high-end heavy trucks in the domestic market, on the other hand, the North Mercedes-Benz, which has introduced Mercedes-Benz technology completely, has a relatively low localization rate and relatively high product prices, which have not been accepted by the market.
peaceful breakup
The time of 10 years passed quickly. Dai Ke did not continue to cooperate with North Benz because of the long distance from market expectations.
Later North Mercedes began trying to adjust the product. In 2002, Min Wenmin, who was the general manager of North Benz, began to reform the company, intensified efforts to develop dealers, and changed the situation in the past where North Benz only made high-end products, integrated domestic Steyr technology, and greatly improved the localization of products. Rate to launch more heavy truck products that are more suitable for the Chinese market. In 2002, the sales volume of the North Mercedes-Benz exceeded the one-hundredth mark. Since then, North Mercedes-Benz has paid more attention to the market, improved and developed products based on market demand, and seized market opportunities to achieve rapid development. In 2007, the sales volume of the North Mercedes-Benz heavy truck reached 15,000, and in the first half of the year, it achieved sales of 17,000 units.
Become a strong opponent of Mercedes-Benz
The rapid rise of the North Mercedes-Benz, let Dai - Ke heart is not quite a taste.
Compared to Mercedes-Benz heavy trucks, the North Mercedes-Benz has an advantage over Mercedes-Benz in both price and market demand. Even in the area of ​​exclusive vehicles that Mercedes-Benz is proud of, Mercedes-Benz heavy trucks have gradually replaced Mercedes-Benz products.
In 2006, Dai Ke sued North Benz and pointed out that after the expiration of the relevant license agreement for technology transfer, North Benz continued to use the word “Mercedes†in the company name and product name to infringe its registered trademark exclusive rights and constituted no Due to competition, Northern Benz requested the suspension of product promotion and trademark registration of “Benzâ€, and claimed 100,000 yuan in economic compensation. In the end, the two parties reached an agreement that the North Mercedes-Benz will no longer use the word "Benz" and changed the company name.
In spite of this, Beiqi Heavy had not been affected, but it had grown even better, targeting 30,000 vehicles. Now, the strength of Beiben Heavy Duty Truck has made it one of the strongest rivals of Mercedes-Benz heavy trucks in China's mid- to high-end heavy truck market. All this is achieved after breaking up with Mercedes-Benz. It may only be Mercedes-Benz’s own experience.
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