From：Internet Info Agency 2026-11-11 20:21:14
On the evening of November 11, according to German media reports, Mercedes-Benz CEO Ola Källenius said that due to competition in the Chinese market, Mercedes-Benz is adjusting its product and cost strategies. Källenius stated that product planning must be entirely centered on the preferences of Chinese consumers, and regarding body size, "in China, cars need to be big, very big, astonishingly big." On the cost side, Källenius said Mercedes-Benz in principle needs to achieve 100% localization of its cost structure, and that producing only in China while continuing to rely on components exported from Germany and value-added created in Germany is no longer viable. The first model developed under this approach is the all-new all-electric E-Class sedan, which Källenius revealed will go on sale in 2027. He said it still takes time from adjusting strategy to achieving results: "Decisions made today may not show results until three, four, or even five years later." On the technology front, Mercedes-Benz can leverage the MB.OS platform to access technologies from partners such as Nvidia to meet the needs of China, the United States, and other markets. A recent customer survey showed that respondents gave a positive answer as to whether the Mercedes-Benz brand remains attractive in China. Källenius warned that if the company falls behind competitors in body size, space design, and digital intelligence, "it will be eliminated." In addition, Mercedes-Benz has launched a product offensive, planning to launch or update 40 models within three years.
