Mao jingbo:mercedes builds energetic brand

Editor's Note: The Media Day of the 7th China (Guangzhou) International Automobile Exhibition officially kicked off on November 23 2009. On that day there were more than 50 press conferences and over 70 new models made their debut with 32 concept cars on the show. The full-scale activities propelled the auto show to reach the peak. The major brands from home and abroad are equipped with the most complete lineup to deal with the "campaign". Nearly 60 top executives from different automakers received the exclusive interviews with Auto.sohu.com in the live studio at Guangzhou International Auto Show. Sohu Auto offered an extensive coverage about the auto show, automakers and various models. Here is the interview with Ms. Mao Jingbo, the Marketing Director of the Mercedes-Benz (China) Sales Ltd.

Mao Jingbo,Marketing Director of Mercedes-Benz (China) Sales

Sohu Auto: What’s the key of Mercedes-Benz’s efforts to establish a energetic brand?

Mao Jingbo: First of all, Mercedes-Benz has a rich product line. This year, we have introduced a dozen new products. Now, Mercedes-Benz not only owns S-Class, but also B-Class, GLK, Smart brand as well as hybrid Mercedes-Benz cars. With more new products being introduced into China, Chinese consumers will gain more sensory knowledge and experience on Benz brand. Also, we have made a lot of innovations in marketing and integrated different marketing approaches courageously, presenting a brand with new feelings.

For instance, when marketing Smart, we successfully set up Smart online design competitions and other network marketing methods. Smart network design contest attracted 90 million clicks. We also carried out marketing on mobile phones, and launched Mercedes-Benz mobile website. In addition, a lot of celebrities were invited in our marketing activities, such as Zhang Ziyi, Roger Federer so on and so forth. These new products themselves have a large number of young and fashionable elements, combined with these innovative and bold integrated marketing campaigns as powerful marketing tool, which conveys Mercedes-Benz brand’s image of youth, fashion and its value to Chinese consumers.

Sohu Auto: Does Mercedes-Benz attract more and more younger consumers in China？

Mao Jingbo: Mercedes-Benz’s buyers in China mainly range from the age of 25 to 45, among which its E-Class and S-Class buyers are 40 to 50 years old. The ages of these consumers of Mercedes-Benz are lower than that of global average level.

Sohu Auto: It should be said that the integrated brand image and brand value of Mercedes-Benz also greatly promoted its sales in China.

Mao Jingbo: Surely it is. From January to October this year, Mercedes-Benz sales in China exceeded 50,000 with an increase of 55%. The sales are expected to reach 65,000 with an increase of 65% by the end of 2009. Mercedes-Benz should credit its success to its brand image and value transformation, by which more consumers are attracted.

Sohu Auto: What’s Mercedes-Benz headquarters’ thought on the work done by Mercedes-Benz (China) to make Benz more dynamic?

Mao Jingbo: Headquarters gives us full support. I have just come back from the German headquarters a few days ago. Our CEO spoke highly of our market activities. The headquarters recognized our efforts to make our brand much younger and fashionable, and expressed that other countries and regions can learn from China’s experience: getting a large numbers of celebrities involved in the marketing activities and implementing other innovative and bold marketing ways.

Sohu Auto: Mercedes-Benz is not the only one who is making change; its competitors are also embracing positive changes. Has Benz already formed its own unique advantage?

Mao Jingbo: Many Chinese consumers still have a dream-that is to own a Mercedes-Benz car. For them, a Benz car is a dream and a way of life. From this perspective, we are the winner in the competition against rivals. （Translator: Qinghua/Sailor）

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