Mercedes Needs to Rethink its China Market

The German carmaker needs the right SUV in China
A Mercedes Benz SLS AMG previewing at the China International Automobile Exhibition in Guangzhou, Guangdong Province Photograph by Qilai Shen/Bloomberg

Mercedes-Benz (DAI:GR) in early October announced that Nicholas Speeks, who now runs its Japanese operations, will become head of Mercedes’s China business. Speeks steps into a challenging role, for the company has become a laggard in the world’s largest auto market. In order to avoid underperforming in a market that will see more than 30 percent growth next year, Mercedes needs a strategic rethink.

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