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At the “Mercedes-Benz Luxury MPV Diplomacy Night†held in Daimler, Fujian, Netease Automotive interviewed Mr. Mo Yange, Executive Vice President of Daimler Commercial Vehicles. He said that Daimler’s Mercedes-Benz brand commercial vehicles are mainly targeted at large companies and groups such as banks and hotels. Among them, Viano is aimed at high-end customer transportation, Vito is short-distance transportation. In addition to the development of these high-end groups and large enterprises, the next step will be to further develop individual customer groups. 
Mo Yange said that the reason why Daimler and Fuqi set up a joint venture company is because of the matchmaking of China Motors, they are very satisfied with the two partners BAIC and Fuqi; Daimler has realized that Chinese customers have no Less unique hobby is better than car entertainment system. To this end, Fujian Daimler will invest RMB 500 million to set up an R&D center so as to better adapt to the needs of the Chinese market.
Daimler’s commercial vehicle in Fujian will establish its own sales network, which has brought the company a big challenge. However, Mo Yange said that since the Mercedes-Benz brand already has a good reputation in China, so they have a better starting point in the promotion of their commercial vehicles. Daimler will organize various events to allow more customers to understand the new Viano and Vito cars. By the end of this year, the number of distributors in Fujian Daimler will have expanded from the current 24 to 40.
The following is an excerpt of the interview:
Netease Automobile: You previously participated in the development of Mercedes-Benz A to S-Class sedans, and also responsible for the AMG. In April this year, they began to take charge of commercial vehicles. What difference would this make for you?
Mo Yan Ge: For me, this is just like another task in Mercedes-Benz, that is, I have a certain understanding in all fields, from the previous to the A to S, from production to sales and various commercial tasks. An exciting experience that made me very excited was the experience of AMG. Of course, to our business vehicle side, especially today's participation in our China-made commercial vehicle listing activities, I am very pleased that in the future we Daimler here can expand my career in the field of commercial vehicles.
Finally, I would like to add that Daimler has given me so many opportunities here. I am very grateful for such good opportunities. Of course, I think that all of my previous accomplishments have been very successful and outstanding.
Understanding customer needs through activities
NetEase Car: Before this, how deep did you know about China's auto market?
Mo Yange: Just now I have already mentioned that there are two main aspects to the understanding of the Chinese market. On the one hand, I have been the leader of Mercedes-Benz’s global high-level human resources. I’ve been to China in 2003 and 2004. Regarding the Chinese market, we have a certain understanding of the markets where we are assigned and how we have developed. In addition, three years ago, AMG's activities in China listed, because this point I have a deeper understanding of the Chinese market - AMG you should all know?
Netease Auto: Right. Limousine cars are developing rapidly in China. For example, the Mercedes-Benz sedan is in China. Last year it was already its third largest market in the world. However, Mercedes-Benz commercial vehicles may have a large market share in Europe, but in China. The market may not be as high as the saloon of a commercial vehicle. How does Daimler intend to expand this market? How do you think China's market is?
Mo Yan Ge: As you just said, the Mercedes-Benz brand already has a certain degree of awareness in China. Everyone also accepts the brand very much. The brand awareness is very high. This is also a very A good start. Because we already have a relatively solid foundation, on this basis, you can see that this evening with the media, this kind of media participation activities, for us, the media is to reach the end customers first step.
We will hold events related to the media like today, and we will also carry out some activities in the future. That is, what are the needs of our customers for our cars? What kind of cars do our customers need? We have also done this. Some market research activities try to meet the needs of customers.
RMB 500 million to build R&D center to be put into use within two years
Netease Auto: At the request of the government, Daimler Fujian set up an R&D center. What advanced technology will Daimler bring to China?
Mo Yan Ge: Of course, we will try our best to ensure that we will complete the work of R&D on this side of the government's commitment. The main purpose of this is to be able to quickly adapt to the Chinese market's demand for our products. We can promptly The car makes some timely changes to meet the requirements of our customers.
At present, our R&D center in the joint venture company has invested RMB 100 million. Of course, we hope to complete our commitment to the government. In the future, we will also have an investment of RMB 400 million.
NetEase car: Is it a total of five billion?
Mo Yan Ge: Well, in the next two years.
Netease Auto: When can the R&D center be put into use at the fastest time?
Mo Yange: As I mentioned earlier, the first step we made was that the investment of one billion yuan has already been completed. Now that the R&D center is already in use, we will strive to put all the equipment in place within the next two years. Of course, these need to be step by step. Come.
Netease Auto: What is the main task of this R&D center? Just now you said that you are making some related improvements to the Chinese market, right?
Mo Yange: Yes, for the Chinese market, to meet the needs of customers. There will mainly be three aspects. The first part is basically what you said because the customers have the need to test some cars, such as noise, the comfort of the whole car, and some of the tested facilities we hope to use in China; Secondly, there is support from domestic suppliers of our suppliers. The third part of course we also hope that Germany can send more engineers to support our technical work and strengthen these three aspects.
Netease Auto: In the R&D, we have many Chinese R&D personnel.
Mo Yange: Most of them are Chinese engineers. Of course, like our other production sites around the world, we will try our best to use local staff. Just like we are here, we hope that more and more Chinese engineers will become ours. The main engineer, the backbone, is like some of the factories in other countries that I go to, and it is all local engineers who play a major role.
Chinese customers prefer entertainment systems
Netease Auto: What are the target customers of Fujian Daimler? What are the differences between these groups and our target customers in Europe?
Mo Yange: For our vehicles in Daimler, Fujian, we are mainly targeting large companies and groups such as banks and hotels. For these large enterprises, picking up their VIP customers, they can add points to their corporate image. To their important customers and business partners, increase the value of some groups themselves. Our Viano is for the transportation of guests of this high-end customer. Vito may be short-distance, with ordinary guests between cities and cities. In addition to the development of these high-end groups and large companies, the next step will be to further develop individual customer groups.
Netease Automobile: Has Daimler found any difference in the demand of the Chinese market compared with other places?
Mo Yan Ge: There are some differences, such as the need for a lot of toys, a lot of entertainment systems, in Asia, Japan, Singapore is also such, very similar, as well as color, cultural differences.
Basically the same, but in the interior may require more tricks and entertainment systems, as well as color.
As we just said, our car must, of course, be based on the needs of the market. Before the listing, we have done a lot of market research work. We have done a corresponding job for the needs of our customers in the market. Now our main attention is to Put the car on the market and look at the feedback of the entire market to our products. Just like yesterday, I was talking to distributors the day before yesterday and I first asked the dealers about the customer's first feedback on our products.
Very satisfied with both partners
Netease Auto: Fuqi is a relative less powerful partner. Why did Daimler choose Fuqi as a joint venture partner? Your goal for the long-term planning of the Daimler JV in Fujian is, for example, the year in which sales or income are to be achieved. Is there a goal?
Mo Yan Ge: Regarding Daimler, whether it is Fuzhou or its partners in Beijing, we are very satisfied with us because we have found Fuqi here because China Motors and Fuzhou have already had The successful case is the establishment of a joint venture. For this reason, we also chose Fuqi as our partner and established our factory in Fuzhou.
Of course, we and different partners, the products we produce are very successful, so for us, the partners are different partners, but all can successfully complete the production and produce the successful Mercedes-Benz products. This is the most important , so we are very satisfied with both partners.
Netease Auto: What is the future plan for this joint venture company?
Mo Yan Ge: I have already mentioned it. At present, we already have 23 to 24 dealers. By the end of this year, we will probably reach 40 dealers. I have also visited two dealers in the past two days. Everyone is very passionate about our products and very confident. I feel very happy about this. I am very confident in the Chinese market. According to our current network of distributors, I am very confident about the prospects.