The prices of Mercedes-Benz have collapsed. The lowest price is only 120,000 yuan, and many stores in different places are "deserted with people gone and buildings empty".
Amid fierce competition, Mercedes-Benz's price system has collapsed.
The "Next-Generation Auto Research Institute" column found that recently, many Mercedes-Benz models, including the A-Class, C-Class, EQA, and EQB, have seen significant price cuts, with the lowest discount equivalent to 50% off. Among them, a Shanghai dealer offered the A-Class at a price of only 125,600 yuan, setting a new low.
After the significant price cuts, many Mercedes-Benz stores can no longer hold on. Stores in many places, including Tangshan, Dongying, and Luoyang, suddenly closed. A Mercedes-Benz official customer service representative told the "Next-Generation Auto Research Institute" column that some store closures were due to business adjustments.
In the first half of this year, Mercedes-Benz delivered dismal performance. Its revenue decreased by 8.6% year-on-year, and its net profit after tax decreased by 55.8% year-on-year. In the second quarter, the net profit after tax even decreased by 68.7% year-on-year. China also became the market with the largest year-on-year decline in Mercedes-Benz's global sales.
As low as 120,000 yuan, and many stores are closing
The "Next-Generation Auto Research Institute" column found that recently, the prices of many Mercedes-Benz models have plummeted.
Taking the Shanghai area as an example, on Autohome, the manufacturer's suggested retail price of the Mercedes-Benz A-Class is between 251,300 and 275,700 yuan, while the dealer's offer is only between 125,600 and 157,700 yuan, with the lowest discount equivalent to 50% off. The manufacturer's suggested retail price of the C-Class is between 334,800 and 380,600 yuan, and the dealer's offer is only between 182,800 and 238,800 yuan, equivalent to a 45% discount.
The prices of new energy models have also plummeted. The manufacturer's suggested retail price of the Mercedes-Benz EQA is 322,000 yuan, and the dealer's offer is only 161,000 yuan, a 50% discount. The manufacturer's suggested retail price of the EQB is between 352,000 and 428,000 yuan, and the dealer's offer is between 176,000 and 251,000 yuan, with the lowest discount also being 50% off.
With the plummeting prices, many Mercedes-Benz stores can no longer hold on.
In April this year, the "Next-Generation Auto Research Institute" column reported that many Mercedes-Benz stores suddenly closed, involving areas such as Shanghai, Hangzhou, and Changxing. Mercedes-Benz and the dealers "passed the buck" to each other, leaving the car owners who had purchased many services at these stores in an embarrassing situation where they had nowhere to defend their rights.
Recently, users have reported that many more Mercedes-Benz stores have closed. Many stores in places like Tangshan, Dezhou, and Dongying have issued closure notices, citing reasons such as termination of authorization and business adjustment.
The frequent store closures have caused panic among many Mercedes-Benz car owners, and the users' rights and interests have also been damaged. A car owner complained, "The phone can't be reached, the new store doesn't accept the maintenance service given by the old store, and there's nowhere to defend my rights. Do I just have to accept my bad luck?"
In response to the closure of many stores, a Mercedes-Benz official customer service representative told the "Next-Generation Auto Research Institute" column that some store closures were due to business adjustments. If the service purchased at the store is a factory service, it can continue to be used at other stores. If it is a service within the store, it is necessary to negotiate with the store.
Recently, the "Next-Generation Auto Research Institute" column visited a 4S store and found that there were still several display cars in the store, but several floors of the building where the store was located were empty. Other people in the building said that the store had closed and no longer received customers. For subsequent car owner services, it would be based on the notice posted by the store.
The store's notice stated that the store stopped operating due to the adjustment of Mercedes-Benz's authorization. A Mercedes-Benz dealer in a certain area of Penglongxing Group would ensure that the users' rights and interests were protected. All valid pre - deposits that had not been fully consumed in the store (such as maintenance packages, stored - value cards, etc.) and subsequent required maintenance, repair, and other after - sales services could continue to be enjoyed. The notice also provided three other service - receiving stores.
However, some car owners expressed concerns about this plan. A car owner frankly said, "The previous 4S store has closed, and this one is the 'undertaker' but it has also closed. 'Will they all go out of business one after another?'"
Backward in intelligence, and even charging for navigation
In addition to the large number of store closures, what also dissatisfies Mercedes-Benz car owners is that while domestic car manufacturers are vigorously promoting electrification and intelligence, Mercedes-Benz has fallen behind in these two major trends.
This is particularly obvious in terms of intelligence. The development progress of its self - developed MB.OS system is lagging behind. There are reports that Mercedes-Benz is expanding its R & D team in China, especially the software and intelligent cockpit teams, with the aim of having the Chinese team undertake more software R & D tasks for MB.OS.
Not only is it backward in intelligence, but car owners also complain that Mercedes-Benz is charging for backward technology, being accused of "fleece the customers." Some car owners believe that they have owned their Mercedes-Benz for almost three years, but they have to pay to continue using the remote control function. "Now, for cars of other brands, even those worth only tens of thousands of yuan, this service is free for life."
Below the post, many Mercedes-Benz car owners also shared the prices they paid to renew the remote control function. Some paid 1,698 yuan for three years and 2,598 yuan for six years.
In fact, there are many functions that require payment after three years of owning a Mercedes-Benz.
The "Next-Generation Auto Research Institute" column saw on the Mercedes-Benz App that in addition to remote control, there are also remote temperature control, Gaode Navigation, and connectivity functions, etc. The renewal price standard for Gaode online navigation is 698 yuan for one year, 1,498 yuan for three years, and 2,698 yuan for six years. In addition, many other functions require payment, such as the rear - wheel active steering system, sound effects, and lighting effects. Mercedes-Benz has also launched some service packages for sale, such as the connectivity package and the intelligent driving connectivity package. The connectivity package includes Gaode online navigation, remote control + unlimited in - vehicle data, and its six - year price is as high as 4,598 yuan.
In response to the issue of charging for Gaode online navigation, a Mercedes-Benz customer service representative told the "Next-Generation Auto Research Institute" column that the vehicle comes with three years of free in - vehicle navigation after purchase, and it needs to be renewed after the expiration. If not renewed after expiration, only offline map navigation can be used.
Quarterly profit plummets by nearly 70%, and sales in China are the worst globally
Behind the plummeting prices and store closures is Mercedes-Benz's dismal sales and performance.
Recently, Mercedes-Benz released its first - half performance report. The report shows that in the first half of 2025, Mercedes-Benz's sales revenue was 66.377 billion euros, a year - on - year decrease of 8.6%. In the second quarter, the operating income was 33.153 billion euros, a year - on - year decrease of 9.8%. The net profit after tax was only 2.688 billion euros, a year - on - year decrease of 55.8%. In the second quarter, it was 957 million euros, a year - on - year decrease of 68.7%.
In terms of sales, Mercedes-Benz sold 1.0763 million vehicles globally in the first half of the year, a year - on - year decrease of 8%. The sales of pure - electric vehicles were 87,300 units, a year - on - year decrease of 14%. In the second quarter, the total vehicle sales decreased by 9% year - on - year to 547,100 units, and the sales of pure - electric vehicles decreased by 18% to 41,900 units.
Looking at different regions, in its home market of Germany, the cumulative sales in the first half of the year were 98,100 units, a year - on - year decrease of 2%. In the European market, the cumulative sales in the first half of the year were 308,300 units, a year - on - year decrease of 3%. In the North American market, the cumulative sales in the first half of the year decreased by 6% year - on - year to 157,500 units, and in the US market, the cumulative sales decreased by 6% year - on - year to 142,000 units. In the Asian market, the cumulative sales in the first half of the year were 389,000 units, a year - on - year decrease of 16%.
As the world's largest single market, China's cumulative sales in the first half of the year were only 293,200 units, a year - on - year decrease of 14%. In the second quarter, the sales decreased by 19% year - on - year to 140,400 units.
Behind Mercedes-Benz's setback in the Chinese market is its unfavorable transformation in the new energy market.
Data released by the China Association of Automobile Manufacturers for the first half of 2025 shows that the proportion of new energy vehicle sales in the total vehicle sales exceeded 44% for the first time, reaching 44.3%. In such an environment, Mercedes-Benz still highly depends on fuel - powered vehicle models, and its new energy models have not become blockbusters due to reasons such as backward intelligence. A sharp decline in sales is naturally inevitable.
This article is from the WeChat official account "Sina Technology," author: Zhang Jun. Republished by 36Kr with permission.