2024年，
北京奔驰真的急了？
2月亚布力论坛年会上，北京奔驰CEO段建军当众吐槽，有些车企靠堆料竞争，违背商业规律的堆料竞争策略，言论引起网络一片哗然。
随后，北京汽车于近日公布北京奔驰财务数据。数据显示，北京奔驰2023年收入224.84亿欧元（约合人民币1764.13亿元），领先大多数车企。
明面上，北京奔驰依旧是头部豪华品牌。但，华丽数据下，一场危机正笼罩着北京奔驰。
2023年，北京奔驰累计销量为76.5万辆，位居BBA第二。作为参考，北京奔驰2022年累计销量为75.39万辆。北京奔驰2023年除税后溢利29.99亿欧元，2022年为36.49亿欧元，同比下降17.81%。
经计算，北京奔驰去年净利润约减少50亿元。销量微增、利润大跌的背后，是北京奔驰已深陷价格战“泥泞”——以价换量。
早在2023年年初，坊间便传闻奔驰开展“11万元巨额优惠”，尽管后续经查明是营销噱头，需要满足多个条件才能享受优惠，但滔天的降价潮袭击下，哪怕是
奔驰C级等主力车型也不得不妥协，优惠幅度在5万-7.5万元波动。
或许，奔驰等豪华品牌曾预想过，车圈“降价”不过是场阵雨，过不了多久就“天晴”。事与愿违，即使是在一年后的今日，价格战不仅没有丝毫消停的迹象，反而愈演愈烈。
回望2023年，当宝马、奥迪两大对手陆续推出优惠政策，加上凯迪拉克、沃尔沃等二线豪华品牌产品推出大幅度优惠，多方夹击下，奔驰若不及时选择降价，将会失去市场份额，难登头部豪华品牌序列。
降价，虽然能在短期内守住“江山”，但对北京奔驰而言，其花费数十年在国内构建的燃油车价格体系，将随着价格战持续，走向崩塌。年前，我们曾走访部分奔驰4S店，包括奔驰A级、C级、GLA、GLB在内车型，降幅普遍在10万元左右。似乎，“不努力，只能买BBA”不再是一句玩笑话。
价格战看似无比凶险，但并不足以称之为奔驰，甚至是北京奔驰的“危机”，只是多赚、少赚问题。抛开百年底蕴的梅赛德斯-奔驰不谈，仅仅是北京奔驰，自进入中国市场开始，几乎享受了汽车产业发展的红利期。
正如此前起亚杨洪海所说：“贴得起中国市场，你本土车企有这个资金实力玩？”
从某种程度来看，北京奔驰的“危机”不在今朝，而在未来，即电动化。奔驰虽然是传统豪华品牌，但是其在制定电动化计划时，却远比大多数车企激进。
早在2019年，奔驰便率先推出首款纯电车型EQC。2021年，奔驰便提出“全面电动”战略，计划9年投入400亿欧元，欲在2025年实现纯电和插混销量占比达50%。从相关机构调研数据来看，奔驰距离实现目标遥不可及。
有数据显示，2023年中国35万元以上电动车销量占比中，腾势、宝马占比分别为22%、20%，而奔驰占有率仅为0.64%。另外，本应是奔驰电动化“先锋”的EQC，不仅没有为品牌敲开电动化大门，反而出现销量低迷，甚至因质量问题被网友称为“工业垃圾”。
据市场反馈信息，奔驰EQC已从早期的60万元，降至24万元，然而2023年全年累计销量仍不足200辆。为了拯救品牌形象，奔驰多次尝试“自救”，包括推出EQA、EQB、EQE、EQS、EQE纯电SUV等，无一例外，均折戟沙场。
相比之下，自主品牌在高端新能源车市上一路高歌猛进。相关机构数据显示，仰望U8 2月销量为780辆，而
奔驰EQS SUV同期销量不足百台。
明面上，奔驰新能源汽车销量表现不佳，但更深层次的含义是，曾经与众多合资品牌构建国内燃油车价格体系，或者说规则的“制定者”，却在电动汽车时代几乎没有话语权。可以预见的是，即使是拥有百年历史的“内燃机”，也将被“电机”逐步替代。
2019年西安奔驰车主维权事件、奔驰EQC自燃消息、奔驰E级出现断轴现象.....，每则消息都在向奔驰发出“警告”。
或是因为三叉星的光芒足以掩盖所有的负面消息，加上消费者对产品的追捧，奔驰并没有认真审视问题。哪怕是在2023年，奔驰品牌在国内召回次数依旧高达60次，涉及车辆超66万辆。
现如今，国内汽车市场早已不可同日而语，新能源汽车蚕食燃油车市场份额，以蔚来、小鹏、极氪、特斯拉等瓜分传统车企的销量。种种迹象均表明，奔驰躺赢时代已经落幕，唯有接受市场残酷竞争的洗礼，方能留存下来。
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