DaimlerChrysler Bullish On China for Mercedes-Benz Luxury Cars
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| The Mercedes-Benz C-Class is just one of the brand's models hoped to be produced in China through a new joint venture company. |
Are the Chinese ready for the three-pointed star? DaimlerChrysler seems to think so. It has recently started talks with Chinese officials about assembling its C-Class and E-Class luxury lines in a joint venture with a local partner, a spokesman for the Germany based automaker stated in Detroit on Thursday.
"The negotiations are going well, but we don't have a final agreement yet," the DCX spokesman commented.
According to the Wall Street Journal, DaimlerChrysler expects to have an agreement in place later in 2003 and furthermore has plans to set up an assembly plant where Chinese workers would construct the cars from kits shipped in from Germany. Down the road DCX expects to assemble up to 20,000 to 30,000 cars per year in China, WSJ sources said.
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| Like the C-Class, a DaimlerChrysler spokesman said the E-Class will also be assembled in the new Chinese facility, after being shipped in kit form from Germany. |
Who will lead the Chinese operation? It is expected that DaimlerChrysler executive Roman Fischer will take top spot in China, reporting directly to group CEO Juergen Schrempp. But Mercedes-Benz will just be part of his duties. Fischer will also be in charge of Jeep, and truck brands in China.
While most automakers are staking their claims in China, an auto industry that is expected to grow faster than any other world market, most aren't assembling luxury brands such as Mercedes-Benz.