2025年8月7日，來自中國汽車市場的一則消息震撼業界——梅賽德斯-奔馳在中國的多款車型大幅降價，部分車型甚至跌至原價五折，並伴隨著多地門店關閉的消息，引發市場與消費者的熱烈關注。這一系列變化，背後是奔馳在中國市場銷售、利潤和品牌競爭力的多重壓力集中爆發。

首先，車型價格的暴跌格外引人注目。以入門的奔馳A級為例，官方指導價原本在25.13萬至27.57萬元人民幣之間，而上海部分經銷商的實際報價卻低至12.56萬元起，幾乎是五折出清。同樣，主力銷售的C級車型，官方售價33.48萬至38.06萬元，經銷商價格僅需18.28萬至23.88萬元，最低五五折。新能源車型也難逃價格戰的影響，例如EQA起價僅16.1萬元，EQB則為17.6萬元，均接近原價一半。如此劇烈的降價幅度，不僅反映庫存壓力，也顯示出品牌在市場中的競爭優勢正在被迅速削弱。

同時，多地奔馳門店突然關閉的情況也引發車主對售後服務的擔憂。唐山、東營、洛陽等地的經銷商門店近期先後停止營運，官方僅以「業務調整」回應，但實際上，不少車主面臨保養、維修等後續服務無人承接的問題。例如在上海，一家4S店停業後雖公告表示將由其他門店承接原有客戶的權益，但部分車主仍對服務能否落實心存疑慮，擔心已購買的保養套餐或其他服務承諾落空。

這些現象與奔馳的全球及中國業績下滑密切相關。2025年上半年，奔馳全球營收同比下滑8.6%，稅後淨利潤更是暴跌55.8%，僅剩26.88億歐元。在中國市場，情況更為嚴峻——上半年銷量同比下降14%，第二季度更出現19%的跌幅，成為全球表現最差的區域市場。尤其是在新能源領域，奔馳在中國上半年僅交付5200輛純電動車，同比暴跌66%，與本土新能源品牌的銷售熱潮形成鮮明對比。

除了銷售與業績的困境，奔馳在智能化與收費模式上的爭議也持續發酵。許多車主批評奔馳的智能系統落後於同級競爭對手，甚至一些基礎功能仍需額外付費。例如，高德導航的續費價格為三年1498元，六年套餐更高達4598元，讓不少消費者覺得「買了豪車還要為基本功能買單」極不合理，進一步影響品牌口碑。

從更宏觀的行業背景來看，中國新能源汽車的滲透率已超過44%，市場格局正在快速重塑。本土新能源品牌不僅在價格上更具優勢，還在智能駕駛、車機系統等領域實現領先，令以燃油車為主、電動化轉型步伐緩慢的傳統豪車品牌承受前所未有的壓力。奔馳如今面臨的，是如何在激烈的價格競爭與技術革新中重建市場信心的艱巨挑戰。

整體而言，奔馳在中國市場的此次大降價和門店關閉事件，不僅是短期促銷或經銷商經營問題，而是全球業績下滑、品牌轉型遲緩與中國新能源浪潮衝擊共同作用的結果。未來，如果奔馳無法加快電動化與智能化佈局，並改善售後服務體驗，其在中國這個全球最大汽車市場的地位恐將進一步動搖。

On August 7, 2025, Mercedes-Benz announced significant price cuts for several models in the Chinese market, with some models being sold at up to 50% off, sparking wide public attention. The sharp price adjustments, along with the sudden closure of multiple dealerships in various cities, have raised concerns among consumers and the industry alike.

Mercedes-Benz A-Class, with an official guide price ranging from 251,300 to 275,700 yuan, is now offered by Shanghai dealers starting at just 125,600 yuan — effectively a 50% discount. The C-Class, officially priced between 334,800 and 380,600 yuan, is now available for 182,800 to 238,800 yuan, also at up to 45% off. Electric models such as the EQA and EQB are being offered for 161,000 yuan and 176,000 yuan respectively, marking a 50% price reduction.

Alongside the price drops, Mercedes-Benz dealerships in Tangshan, Dongying, Luoyang, and other locations have recently shut down without prior notice. The company has explained these closures as “business adjustments.” However, some owners have expressed concern over the inability to redeem their service benefits, such as pre-paid maintenance packages, after a dealership closes. In Shanghai, a closed 4S dealership issued a statement saying that customer rights would be transferred to other dealerships, but some customers remain doubtful about future service arrangements.

In terms of performance, Mercedes-Benz reported an 8.6% year-on-year drop in global revenue for the first half of 2025, with post-tax net profit plunging 55.8% to €2.688 billion. The Chinese market recorded a 14% year-on-year drop in sales during the same period, and in the second quarter alone, sales fell by 19%, making it the company’s worst-performing region globally. Electric vehicle sales were particularly weak in China, with only 5,200 fully electric units delivered in the first half of the year — a staggering 66% year-on-year decline.

Mercedes-Benz has also faced criticism for its lagging intelligent technology offerings and for charging extra for basic features. For example, some core functions, such as remote control and navigation, require additional payment. Using AutoNavi navigation costs 1,498 yuan for a three-year renewal and 4,598 yuan for a six-year package, prompting dissatisfaction among customers.

From an industry perspective, China’s new energy vehicle (NEV) penetration rate has now exceeded 44%. Mercedes-Benz remains heavily reliant on fuel-powered vehicles, and its slow transition to electrification has put it at a disadvantage. Domestic NEV brands have gained a dominant edge in technology, intelligence, and pricing, squeezing the market share of traditional luxury car manufacturers.