Luxury companies are pulling the heritage card in their attempt to win over Chinese consumers.
In the latest bid to boost appeal amidst slowing China sales, luxury automaker, Mercedes-Benz, plans to open a museum in Beijing to show off its heritage.
Mercedes is lagging its peers in China where it is “outsold two to one by Audi and BMW.”
“Daimler is looking at new ways to more frequently interact with the customer and get them excited about the Mercedes-Benz brand. A new museum is certainly a way to support that,” LBBW analyst Frank Biller tells Reuters.
While the museum will be a first for a foreign luxury automaker in China, most German car companies have museums in their home markets. Since its May 2006 opening, the Mercedes-Benz Museum in Stuttgart has been visited by more than 5 million people.
“Chinese consumers are extremely brand conscious and value those names that can display a rich tradition and long history,” said a Daimler spokesman.
No word from the company on when the museum is expected to open.
image credit: daimler