Mercedes-Benz Opens Museum in China to Lure Buyers


  • Mercedes-Benz Museum Picture

    Mercedes-Benz Museum Picture

    Mercedes-Benz plans to open a museum in Beijing, China. | September 24, 2013

2 Photos

Just the Facts:
  • Mercedes-Benz said it plans to open a museum in Beijing to underline "its commitment to China," in an unusual move by an automaker to win customers.
  • The building "will feature striking architecture and provide a forum for cross-cultural dialogue in the Chinese capital," the automaker said in a statement.
  • The museum will be the first by a foreign carmaker in China.

BEIJING — Mercedes-Benz said it plans to open a museum in Beijing to underline "its commitment to China," in an unusual move by an automaker to win customers.

The building "will feature striking architecture and provide a forum for cross-cultural dialogue in the Chinese capital," the automaker said in a statement.

The museum will be the first by a foreign carmaker in China. No details were provided on when the museum will open or what the attractions will be.

Mercedes-Benz set up a museum in Stuttgart, Germany in 2006. It has since attracted more than 5 million visitors.

"The planned Mercedes-Benz Cultural Center in Beijing is a further sign of Daimler's long-term strategic commitment to the world's largest vehicle market," the company said.

Chinese buyers are known for being among the most brand-conscious buyers in the world. Mercedes-Benz is in a race with BMW and Audi to win customers in China.

It's not unusual for luxury carmakers to come up with special models for the Chinese market. Most recently, the 2013 Rolls-Royce Ghost Golden Sunbird debuted. It pays tribute to a Chinese cultural icon.

Edmunds says: German automakers are big on setting up museums in their home markets, but this is a major shift in thinking that may be copied by the competition.

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