The guide prices for some Mercedes-Benz models have been reduced by 10%. The All-China Federation of Industry and Commerce Automobile Dealers Chamber of Commerce calls on car companies to proactively optimize and adjust their business policies

Mercedes-Benz has lowered the official guide prices for some models, which is expected to moderately relieve pressure on dealers.

On February 2, the National Federation of Industry and Commerce Automobile Dealers Chamber stated that after verifying with multiple Mercedes-Benz brand dealers, the brand has adjusted the manufacturer's suggested retail prices for some models on February 1, with adjustments around 10%.

"Although this business policy adjustment still falls significantly short of the overall demands of dealers, it can, to some extent, release some liquidity for Mercedes-Benz dealers and marks a pragmatic step towards a comprehensive optimization of the brand's business policies for dealers," noted the National Federation of Industry and Commerce Automobile Dealers Chamber.

From the consumer side, the reduction in official guide prices has not had any substantial impact.

A reporter from The Paper learned from a Mercedes-Benz dealer that this official guide price reduction mainly targets entry-level models such as the Mercedes-Benz C200, GLC 260, and GLB200, with the maximum reduction of about 12%, while the terminal sales prices at dealer stores remain unchanged from before.

It should be noted that this reduction in official guide prices is primarily aimed at alleviating the survival pressure on dealers.

Automobile dealers base their vehicle purchases on the guide price; a reduction in the guide price can directly lower their capital occupation for vehicle purchases, release liquidity, and also reduce the risk of inventory devaluation. Additionally, standardizing the pricing system can stabilize consumer expectations and accelerate inventory turnover, thereby alleviating the operational pressure caused by high inventory and price inversion. Previously, BMW China also adjusted the prices of some models for similar reasons.

Furthermore, the National Federation of Industry and Commerce Automobile Dealers Chamber once again urged all manufacturers to actively listen to dealers' opinions and suggestions, and to seriously review the current business policies, making prompt optimizations to those that are non-compliant, unreasonable, or inappropriate, especially those business policies that have been strongly and frequently reported by dealers.

Regarding Mercedes-Benz, the National Federation of Industry and Commerce Automobile Dealers Chamber also suggested that the brand quickly implement practical measures. In particular, adjustments should be made promptly to business policies that have been strongly reported by dealers and have significant discrepancies compared to other brands, such as issues related to rebate redemption (the redemption period for rebates is too long, with some exceeding 180 days, the longest among all mainstream brands; domestic Mercedes-Benz rebates cannot be withdrawn and can only be used for vehicle purchases).

In 2025, Mercedes-Benz is expected to deliver a total of 575,000 new vehicles (including passenger cars and light commercial vehicles) in the Chinese market, a decline of about 19% compared to 714,000 units in 2024. This sales figure is only higher than the 481,000 units sold in 2016, showing a significant gap compared to the peak of 774,000 units in 2020. Among them, the passenger car segment is expected to deliver 551,900 units in the Chinese market, also down 19% year-on-year.

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