Most people's expectations of modern cars can be traced back to Mercedes-Benz. To be precise, it all started on188665438+1October 29th. On that day, Karl Benz (karl benz) successfully obtained the No.37435 imperial patent certificate for the 0.9 horsepower tricycle he developed. From then on, the car was born. In the same year, in Kanstadt, southwestern Germany, G0ttlieb Daimler, who had never seen Mercedes-Benz before, tested his tricycle for the first time. The two masters of automobile invention have one thing in common, that is, they both have indomitable pioneering spirit. Today, their principles and attitudes are still the driving force for the development of various new cars of Mercedes-Benz. This can be witnessed by the company's numerous innovative inventions in all aspects of automobile engineering. These continuous inventions are important milestones in the development history of our company.
1926 Daimler Automobile Factory merged with Mercedes-Benz Automobile Factory to form Daimler-Benz Automobile Company. The company is headquartered in Stuttgart, Germany, and its main products are cars, heavy trucks, special vehicles and buses.
For many people, the popularity of Mercedes-Benz is the highest, and Mercedes-Benz is synonymous with high-end or luxury cars. This is true, because the ride comfort of Mercedes-Benz is recognized as first-class in the world. Its price has always been very high, and a C-class car costs more than 600,000 yuan. Mercedes-Benz is one of the common types of government-level concierge cars in some countries, and the rich in many Asian countries and regions like to use Mercedes-Benz as a "car".
The full name of Mercedes-Benz is "Mercedes-Benz", referred to as Mercedes-Benz. Mercedes-Benz has its own unique front grille and headlights to maintain its own style. There are two design principles of Mercedes-Benz: First, all automobile series produced in the same period should be designed with basic components according to the specified outline and similar details, so as to facilitate users to identify and distinguish Desides products, which Mercedes-Benz calls "horizontal * * * identical components". Second, every new car must be equipped with designed basic components on the basis of the original model, so as to be consistent with the previous vehicle design, which is called "vertical affinity".
Since 1970s, Mercedes-Benz cars have developed into multi-variety series, which can be divided into four categories: Class A: mini-cars; Class c: small cars; E-class: medium-sized car; Class S: Large luxury car. Models are distinguished by engine and displacement. For example, the engine displacement of C200 vehicle is 1998ml, that of C250D vehicle is 2497ml, and D stands for diesel engine. In addition, there are sports car series SLK, CLK, SL and CL, and multi-purpose van series M and V-class cars.
Reasons for the success of Mercedes-Benz:
1. Durability of Mercedes-Benz. Karl benz invented the world's first three-wheeled vehicle powered by a gas engine in June +08851October +654381October, 65438, and obtained the patent of "German Empire" with the patent number of 37435. Shortly after obtaining the patent, it was dismantled for some reason, and it was reassembled several years later and returned to working condition. 1906, Mr karl benz gave it to the German Museum. Until today, when the staff turned on all the switches and turned the flywheel hard, this century-old car still sang sweet songs. 1one morning in August, 888, Mrs. Benz took her two sons, You Ergen (15 years old) and Richard (14 years old), into another such car and quietly went to visit her mother. This "trip" has covered more than 100 kilometers, and there are many "dangers" on the road. Nevertheless, this car has set a record for the first long-distance driving trip in human history. In the car museum of Mercedes-Benz, in addition to this "classic car", you will also see 67 other cars of different historical periods, and the staff can put them into working condition at any time if necessary.
Among the top ten brand-name products in Germany, Mercedes-Benz ranks first, and among the top ten brand-name products in the world, Mercedes-Benz ranks third. Mercedes-Benz has even become synonymous with German goods. If you pay a little attention, you will find that Mercedes rarely advertises. In this regard, Mercedes-Benz people explained: "Our quality is the best advertisement."
Second, perhaps the seat can explain some problems best.
When people look at a car, they often only pay attention to its appearance and performance, and seldom pay attention to its seat. Although it is such an inconspicuous place, Mercedes-Benz people have not let it go. The fabrics of Mercedes-Benz seats are mostly woven from wool imported from New Zealand, and the thickness must be controlled between 23 and 25 microns. High-end vehicles are thin, soft and comfortable; The mid-range car is thick and durable. When spinning, silk imported from China and cashmere imported from India should be added as needed. As for the fabrics used for leather seats, they thought Nande was the best after their worldwide inspection, so they set up a supply point there. In order to ensure the quality of leather, even suppliers are required not to let cattle suffer from trauma and parasites. A piece of 6 square meters cowhide is only half, neither too thin nor too thick.
Thirdly, in order to ensure the production of high-quality products, 1939, Mercedes-Benz established the world's first automobile safety engineering department, which was presided over by the famous "father of safety" Mr. Barenyi. Mr. Ba invented more than 2,500 safety patents in his life, many of which are still the standards of automobile safety. 1959, Mercedes-Benz started the whole vehicle crash test. At that time, two springs were used, and now it is completely electronic. There are about 7000 simulated crashes every year, 100 real crashes. In the past 35 years, * * * has damaged more than 4,000 cars, and the loss of each crash is around tens of thousands of marks. 1980, Mercedes-Benz installed airbags as an option on S-class cars for the first time. 1984, the seat belt sensor developed by Mercedes-Benz Company was first installed as a standard accessory on Mercedes-Benz cars. When an accident happens, this device can automatically fasten the seat belt in a fraction of a second to ensure the safety of the driver. 1995, Mercedes-Benz introduced the steering wheel electronic stabilizer (commonly known as ESP), which can automatically compensate when the driver's steering angle is not enough to prevent the vehicle from slipping; Mercedes-Benz is one of the first companies to develop a "revolutionary" safety invention-wheel anti-lock braking system (commonly known as ABS). ...
In the eyes of westerners, human life is the most precious. You can repair a damaged car or buy a new one, but you only have one life. It is precisely because the whole society has reached a * * * understanding that Germany, with a population of only 80 million but 40 million cars, is not prone to frequent traffic accidents, and the death rate of 7,000 people per year is far less than that of 50,000 people per year in China with 6,543,800 cars.
Perhaps there is another set of figures that can explain the seriousness of Mercedes-Benz people: out of every 10 Mercedes-Benz employees, 1 person is responsible for safety inspection; Each engine has to go through 42 inspections; There are nearly 2,000 maintenance stations in China and nearly 4,000 maintenance stations in more than 70 countries and regions abroad. The number of people receiving vocational training every year remains at around 6000; The quality inspection team will conduct spot checks on all units every half month; The annual bonus for employees' rationalization proposal is as high as 6,543,800+million marks. ...
/kloc-More than 0/00 years ago, Mr. Carl Benz showed people a "carriage" pulled by a "gas engine", thus creating the automobile era of mankind; 100 years later, his successor described to people what the new automobile era was like at the auto china. Mercedes-Benz people believe that Mr. Daimler, the founder of Mercedes-Benz, once said, "Only the best can eat."
Selling point:
New selling point (1): playing the "safety" card.
According to statistics, the number of people killed or injured in traffic accidents is as high as 250,000 every year in the world, and the safety of automobiles is particularly prominent. Mercedes-Benz has always attached importance to traffic safety, and its first safety design such as shock-absorbing body and SRS airbag has been regarded as a benchmark by the automobile industry, which has led to various automobile manufacturers competing for research and development.
Back to the history of Mercedes-Benz, it has been devoted to the study of safety issues since 1950s. 1953, the load-bearing welded structure on the chassis of the car frame invented by Mercedes-Benz took the first step to measure the standard of car body manufacturing, which was both beautiful and safe. On the basis of the 600 model, Mercedes-Benz also developed a "safety cabin": in the event of a traffic accident, the passenger cabin will not be crushed, and the two "buffer zones" of the engine box and trunk will bear the impact. In order to prevent the steering wheel from pressing the driver, the steering column is sleeved and can be pushed together; Every car has 136 parts from the body to the cab, which is for safety.
New selling point (2): environmental protection first
Although cars bring many benefits to people, unfortunately, cars accelerate environmental pollution. The starting of automobile engine increases the noise of the city; The exhaust gas from cars pollutes the air people breathe ... environmental pollution has become one of the two major disasters of cars (the other is the energy crisis). Experts predict that the future cars will be environment-friendly cars, such as trams that use electric energy. Oil, solar energy, coal, nuclear energy, water power and wind power can all be used to generate electricity, so that automobile energy is not limited to one kind of energy, and noise and waste gas pollution can be completely eliminated.
Mercedes-Benz takes the concern of environmental protection as the focus of its appeal, attaches great importance to the research of environmental protection technology for a long time, and develops new cars in energy conservation and environmental protection. After the oil crisis, Mercedes-Benz focused on the research of alternative energy sources for automobiles, such as ethane, methane, electronic engines or hybrid fuel engines.
Every year, Mercedes-Benz regularly launches advertisements to enhance its corporate image, which shows that its high concern for environmental issues is an important content. General automobile companies take American environmental regulations as the final standard, and most products are developed on the premise of meeting American standards. However, in addition to these, Mercedes-Benz has also formulated a set of stricter quality control regulations than American standards. "Let you join the work of energy conservation and environmental protection" is the slogan of Mercedes-Benz advertising.
Looking for trouble: an unprecedented advertising promise
Which car company dares to have such a promise? The advertising slogan of Mercedes-Benz 6O0 car is: "Mercedes-Benz car breaks down halfway and gives L dollars." This fully embodies Mercedes-Benz's pursuit of quality and service quality. If the vehicle breaks down unexpectedly on the way, the driver only needs to call the nearby maintenance station, and the maintenance station will send someone to repair it, or pull the vehicle to the nearby maintenance station for repair. The ubiquitous after-sales service makes Mercedes-Benz owners have no troubles at all.
CS (1): Starting from the production workshop.
In the era of consumer-centered marketing, customer satisfaction is in the ascendant. It refers to serving customers in terms of product structure, product quality, sales methods, service items and service level. To meet their different needs and make customers completely satisfied.
General CS is after-sales, and Mercedes-Benz DOCS starts from the production workshop. In the factory, the unfinished cars are hung with pieces of brands, on which the customer's name, model, style, color, specifications and special requirements are written. Different colors, different specifications, even what kind of tape recorder is installed in the car, etc., Mercedes-Benz can satisfy it. According to statistics, Mercedes-Benz has 370O models. Any different needs can be met. Customers first buy Mercedes-Benz cars with satisfactory quality.
CS (bis): There are as many service personnel as there are production personnel.
Mercedes-Benz's after-sales service is everywhere, so that Mercedes-Benz owners have no worries. In Germany, Mercedes-Benz has more than 65,438+0,700 maintenance stations, employing 56,000 people for maintenance and repair work, and you can find a Mercedes-Benz maintenance station within an average of 25 kilometers on the expressway. There are also many maintenance sites abroad. According to statistics, its cars and commercial vehicles have 5,800 service outlets around the world, providing warranty, lease, credit card and other services. The number of people engaged in service work at home and abroad is almost equal to the number of employees in the production workshop!
Mercedes-Benz usually needs an oil change every 7,500 kilometers, and an overhaul every 1.5 million kilometers. These services can be completed on the same day. From the urgent delivery of parts to the consultation service provided by electronic computers, the service efficiency of Mercedes-Benz makes customers satisfied and assured.
Cultivating brand loyalists: Mercedes-Benz children's model car
Mercedes-Benz attaches great importance to winning potential customers. It is aimed at the future, and psychological warfare actually begins with dolls. When every customer who comes to pick up the goods drives away, "Mercedes-Benz" will give a small Mercedes-Benz as a toy for children, so that the next generation of car owners will have a strong interest in Mercedes-Benz and strive to become Mercedes-Benz customers from generation to generation. In this way, customers' loyalty to the Mercedes-Benz brand will be passed down from generation to generation, and young children who love Mercedes-Benz cars from childhood will gradually be cultivated into customers who love Mercedes-Benz cars for life.
Introduction to Mercedes-Benz: Mercedes-Benz's honor: By the end of 1993, Mercedes-Benz had won 76 world automobile races and 17 times broke the world record. 1973, "Mercedes-Benz 450SEL6 19" was selected as "the best car of the year" by the world automobile manufacturing industry because of its cutting-edge technology.
On-the-job training: people's quality is the fundamental guarantee.
Mercedes-Benz has 52 "training centers" in China, and the training scope includes basic vocational training for newly recruited apprentices, enterprise management training and technical upgrading for on-the-job employees. The number of young people who have received basic vocational training has remained at around 6000 all the year round. When recruiting young apprentices, the company gives priority to the children of our factory employees, because these young people are influenced by family technology since childhood. Generally, these young workers should have a technical secondary school education of 9 years or 10 years. After entering the company, you have to train for three to three and a half years, and you can formally take part in the work after passing the examination. The training period is very strict. Students must learn how to do locksmith, red furnace forging, hand forming, welding, heat treatment and machine opening, and pay special attention to cultivating apprentices' good operating habits.
Establish the concept of attaching importance to product quality
Regular off-the-job training for employees and managers from foreman to manager ensures that the company's business operation "gets the best economic effect when competing with the world".
In recent years, German Benz Group has put a lot of advertisements in China market to compete for customers in China, and the competition in Japanese market is becoming more and more fierce. Let's hope that this century-old factory will always be lucky and keep a leading position in the automobile industry.
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The famous series of Mercedes-Benz TV advertisements is "the most commonly used cars of world heads of state".
Mercedes-Benz has always regarded high quality as the most important link to gain users' trust and enhance competitiveness, paying attention to meticulous work, emphasizing "quality comes before quantity" and "striving to do better and best". In addition to the computer-controlled quality inspection system, there is also an 8.4-hectare testing ground with lanes and obstacles on different roads. Every year, 100 brand-new cars are used for various destructive tests, such as hitting a solid and thick concrete wall at a speed of 35 miles per hour.
High quality, reliability, safety, advanced technology and environmental adaptability are the basic concepts of Mercedes-Benz. All cars launched by the company must meet the standards of five concepts, and those that lack any of them or fail to meet the standards are regarded as defective products.
Mercedes-Benz pursues excellence in quality, and also chooses high price in price positioning. Compared with the price of Japanese cars, one Mercedes-Benz can buy two Japanese cars. Value pricing has become the most important winning weapon of Mercedes-Benz. No wonder consumers spend a lot of money to get the psychological satisfaction of identity and status.