电动知家消息,梅赛德斯-奔驰公司近日宣布计划出售其在德国的全部80家经销商及其附属维修车间,这一决策是该公司转型战略的一部分,反映了全球汽车行业在面对电动化和数字化挑战时的趋势变化。这一行动标志着梅赛德斯-奔驰在其最大的欧洲市场之一实施重大战略调整,而这种变化可能会对公司的全球运营产生深远影响。
官方声明中提到:“在欧洲各个市场取得了非常积极的经验后,我们也在研究如何在德国更独立地建立集团拥有的零售分支机构。”也就是说,这一行为仅局限于德国市场,暂并不涉及中国市场。
据悉,此次将涉及20个分支机构、80个经销商和8000名员工,估计每个分支机构的价值高达4000万欧元(约3.1亿)。不过,奔驰官方表示,虽然进行了出售,梅赛德斯坚称不会关闭任何分支机构,而且此举并非出于财务困境。
从此前公布的消息来看,早在2021年,梅赛德斯-奔驰就表示,已与欧洲经销商达成协议,从授权经销转向代理销售模式。之所以奔驰将从授权经销转向代理销售,是因为在目前的授权经销模式下,经销商从汽车制造商那里采购车辆并承担促销和库存的成本。
虽然他们从所售车辆的利润中获利,但该利润可能会因与个人客户的谈判而异。相反,零售代理模式将大部分成本转移给汽车制造商,经销商将获得每辆售出车辆的固定费用以及售后收入。虽然他们每售出一辆汽车赚的钱会更少,但不必产生昂贵的库存和促销费用来弥补差额。
在电动化转型背景下,传统车企在营销上面临诸多挑战。实际上,在这之前,梅赛德斯-奔驰已在英国、意大利、西班牙、比利时和捷克出售多个展厅。在全球范围内,梅赛德斯-奔驰计划到2025年减少10%的经销商,同时增加直销和线上销售。这反映了汽车销售模式的全球变化趋势,即从传统的经销商网络向直销和线上销售转变。对于梅赛德斯-奔驰来说,这一战略调整不仅有助于降低成本,提高效率,还能加强与客户的直接联系,提高品牌忠诚度。
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